Nike are starting the kids young with a virtual world within the popular Roblox video game platform.
Background: Nike are one of the world's leading sports and apparel brands, and they are down with the cool kids. Ya know, snap filters...Fortnite skins...
What happened: Now, they've created their very own virtual world - NIKELAND. It's a space in the Roblox video game where players can interact and compete against each other in sports games.
What else: Of course, a massive part of Nike's strategy is to offer virtual garments of the brand that users' avatars can wear. Ya know, the start the kids young.
💡Move over Dollarmites. Nikeland is a new, strategic way to introduce Nike to kids at a young age. Not only do kids have their own purchasing power...but they can also influence their parents' buying decisions (and generally, not know the value of money).
💡It ain't just that...Nikeland is also a testing ground for the brand. So if Nike releases a new digital product, they can see whether it's a hit in the virtual world, before ending up on shelves.
💡Eventually, Nike will merge the digital and the physical space with an augmented reality experience in its flagship New York store.
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