Nike has beta launched .SWOOSH, a digital community and platform where athletes, creators, collectors and consumers can learn about and collect creations like virtual shoes and jerseys that can be worn in digital games and immersive experiences.
Nike plans to use learnings and community feedback from the platform for its first digital collection, which will debut in 2023. After this first collection drops, .SWOOSH members will be able to enter a community challenge to co-create virtual product with Nike, and the winners can earn a royalty on the virtual products they help create. In some instances, community members will be able to unlock access to physical products or events such as intimate conversations with athletes or designers.
“We are shaping a marketplace of the future with an accessible platform for the web3-curious,” said Ron Faris, GM of Nike Virtual Studios in a statement. “In this new space, the .SWOOSH community and Nike can create, share and benefit together.”
Registration will open later this month, and Nike plans to grow the platform by inviting a community that is as diverse and equitable as possible. That translates to prioritizing local communities that Nike supports across its diversity, equity and inclusion initiatives, beginning in the U.S. and select European countries, and skill-building with them so that they’re ready to participate.
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