Nike launches Nikeland, Roblox experience in New York store
After venturing in to the virtual world of Roblox in November, Nike is now bringing its Nikeland experience to the brand’s New York City store on Fifth Avenue.
Throughout January, the Kids space - 1F floor of Nike NYC, House of Innovation - will feature visual elements decked out in the theme, while augmented reality features through Snapchat Lenses offer avatars and games, according to a report by WWD.
Nike created Nikeland as part of its goal “to turn sport and play in to a lifestyle”.
Buildings and fields inside this world are inspired by Nike's real life headquarters and hold detailed arenas for the Roblox community to test their skills competing in various mini-games.
With a tool kit, creators can design their own mini-games from interactive sports materials.
Visitors can take advantage of accelerometers in their mobile devices to transfer offline movement to online play. For example, they can move their device and body IRL to pull off in-game moves like long jumps or speed runs.
A digital showroom, meanwhile, allows people to outfit their Nikeland avatar with special Nike products.
Vans
Last year, skate brand Vans partnered with Roblox, allowing players to digitally shop in an interactive experience with their avatars.
