Nike launches .SWOOSH – The revolution will not be televised, it will be shown in the metaverse!

Nike has beta-launched its very own Web3 platform, designed to create an online community along with a place to house virtual creations. Dubbed .SWOOSH, the newly created environment is ready to rollout at welcome.swoosh.nike, with official registration set to open on Friday 18th November.

In a press release published on the brand’s main website, Nike said: ‘The new digital community and experience is a home for Nike virtual creations and uses blockchain-powered technology — or what many call “web3” — to offer an inclusive, equitable place for athletes, creators, collectors and consumers to design and own the future of sport.’

Ron Faris, GM of Nike Virtual Studios, added: “We are shaping a marketplace of the future with an accessible platform for the web3-curious,” Faris says. “In this new space, the .SWOOSH community and Nike can create, share, and benefit together.”

The company will launch its first digital collection at the beginning of 2023, including interactive digital objects such as virtual shoes or jerseys, that community members will be able to wear in digital games and immersive experiences. In some instances, community members will be able to unlock access to physical product or events, such as direct conversations with athletes or designers.

Between now and then, the company says it will focus on growing the platform by inviting as diverse a community as possible. That means prioritizing local communities that Nike supports across its DEI initiatives, beginning in the US and select countries in Europe, and skill-building with participants so they’re ready to participate.