The brand’s first virtual collection will launch on Swoosh in January 2023, shaped through activities such as interactive voting. But before would-be sneaker designers get too excited, details on just how this creator economy will workare extremely vague.
Although there will be no avatars at the time of launch, the brand’s stated ambition is for the virtual products released on Swoosh to become wearable on and off the platform. “I can imagine the avatars on RTFKT being able to wear our wearables, as well as avatars in games you already play,” says Ron Faris, VP/GM of Nike Virtual Studios, the brand’s arm launched in early 2022 to focus on the virtual sphere.
By launching Swoosh, Nike may be creating its own virtual world that won’t need to rely on other platforms. Nikeland could be subsumed into Swoosh, but interoperability will surely have to be front and center for that to succeed. This is the very reason, Improbable’s division that builds metaverses for third parties, requires clients to ensure all of its virtual spaces be interoperable.
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