Nike has just launched its first NFT sales platform. The Comma brand should offer virtual clothing collections there.
Nike is showing increasing interest in the metaverse market and in particular in the production of virtual avatar wear in these larger computer universes. During the press conference, the Comma brand just unveiled “Swoosh”, a new entity that should offer fully virtual collections from early 2023.
This new trading platform should allow users to collect clothes directly from virtual universes. If the NFT market is no longer as vibrant as it was last year, Nike continues to believe in this authentication technology. The site is presented as a place where you can find all the virtual collections of the brand.
“These items can then be worn in video games or other immersive games,” the brand explains in a press release. This new platform using the “Polygon” blockchain is presented as “inclusive”. Currently available in beta, it should be open to the general public in January 2023.
Nike and Blockchain: Growing Interest
Nike is becoming more and more interested in web 3.0, and the comma brand has already made headlines in 2021 when it acquired specialist studio RTKFT. After this acquisition, the Comma brand released the first collection of virtual products. According to the latest estimates made on the subject (from VogueBusiness), these digital sales would generate over $180 million in sales for Nike.
Adidas and Puma, Nike’s two real-life competitors, have also ventured into the virtual clothing market, but with less success. Adidas announced a turnover of $11 million, while Puma will not be profitable with a turnover of just over one million euros in the last year.
Swoosh: Nike comes in second
By creating its own platform, Nike positions itself as a brand offering virtual clothing. Technological and philosophical progress that can make a big difference. The market for virtual “wearable devices” is very large. If it’s still hard for us to imagine the craze for buying virtual clothes, we only need to look at how Fortnite skins are being sold to understand that this market makes economic sense.
Nike is positioned as the very first company to offer a solution in this direction, and now it has a virtual monopoly. Judging by his aura, he must sign partnerships with famous video game players, and therefore the clothes available on the “Swoosh” platform should be found in AAA within a few years.