Iconic sports brand Nike intends to break into video game fashion by launching digital “In Game Wearables” through its .Swoosh web3 unit. The virtual garments would bring real-world apparel aesthetics into popular games.
This new focus coincides with hesitancy around developing a proprietary NFT marketplace. Nike cites aims to enable user trading of the gaming gear as virtual collectibles while empowering creators. But an NFT">NFT platform may divert resources from the company’s core products and community.
The strategy took shape amidst a phishing scam using Nike’s brand to trick OpenSea users, showing hazards in the evolving web3 space. As the NFT market exceeds $28 billion globally, Nike bets on selective digital expansion while debating a full-fledged NFT footprint.
Entering gaming outfits allows Nike consumer and brand presence in coming metaverse environments. By enabling user control of rare collectibles, the company embraces ownership trends reshaping digital goods without overextending into uncertain markets facing recent dropoffs. The moves signal cautious but creative adaptation to social platforms and business models likely to dominate the next generation.
