The world has changed significantly after the epidemic of the Covid-19 virus; For example, shopping malls started following social distancing practices; Even a few of them were temporarily closed. Quarantine caused people to be deprived of face-to-face interactions, unique office environments, and gatherings in their lives.
Now imagine that you are thinking of a friend, you suddenly call him and ask him to meet up. He will also come in a few minutes. Is this hypothesis possible? Yes, Metaverse technology has made this possible. Note that the virtual world of Metaverse is not real, and in other words, it can be said that it is close to reality.
Metaverse is a collection of every virtual world created using blockchain technology. This technology can be game planets or NFT galleries of selected territories such as digital streets. You may think to yourself that the metaverse is a real place, but you must always remember that when you think of the metaverse, you must know that it is not a place.
In fact, Metaverse is a collection of new digital spaces that people call the next iteration of the Internet. Metaverse is a term used to describe a new type of platform-based virtual worlds. Users explore and interact with them as their avatars; Of course, there are always virtual spaces where users can do different things like playing and socializing. What makes Metaverse stand out is that any user can do all of the above and more in a stable environment and set of rules called Metaverse.
Metaverse technology solves this problem and allows users to benefit from a single and distinct identity to travel across the platform and through the growing network of virtual landscapes; That is, when they travel to new cities and countries and reach a new destination every time, they do not need a new passport and identity.
NFT allows users to buy and sell ownership of unique digital items and track their ownership through the use of blockchain. NFT stands for Non Fungible Token and technically it can contain anything digital such as drawings, animated images called GIFs, songs or items in video games.
An NFT can be unique; Like an actual painting, or a copy of many of them, like business cards, but the blockchain keeps track of file ownership. NFTs have been in the news recently. Some of them sell for millions of dollars. There is also a lot of discussion about NFTs.
The company's website immediately prompts visitors to link their Metamas wallet to the company's technology. This is one way NFT holders can confirm their purchases. With this idea, in the future, users will enter various virtual reality spaces where their items are located.
This is the vision that Nike, one of the top brands in the world, has succeeded in buying. The company's founders, Benoit Pagoto, Chris Ley and Steven Vasiliev, are credited with using the latest game engines, NFTs, blockchain authentication and augmented reality to create unique virtual products.
While announcing the deal, regardless of how much it cost, Nike placed the RTF KT's lightning bolt logo alongside its iconic Jumpman and Converse logo. These brands have decades of history built on high-end sports endorsements, distinctive designs, and grassroots culture that actually exists in the real world.
Meanwhile, RTF KT was established in January 2020. Human development in consciousness has accelerated faster than anticipated. They are here now to accelerate your digital future. Nike has always been at the forefront of digital transformation. AI, e-commerce and in-store experiential technology have been an integral part of the brand's strategy for years. It has recently been driven to capitalize on the excitement surrounding new concepts such as the metaverse, NTFs and web3. Here's a look at the ways Nike is using these technologies to stay relevant to cultural developments; That is, Nike's attractive method for its presence in the Metaverse.
Nike Land is a purpose-built metaverse created by Nike that uses the Roblox platform to allow fans to meet, socialize, participate in promotions, and interact with a wide range of brand experiences. According to Nike, since the launch of Nike Land and Nike's presence in the Metaverse on November 7, 2021, millions of visitors have flocked to the technology from across the globe.
With the presence of Nike in Metawar and in this land, they have been able to enjoy the presence of famous faces of sports stars including LeBron James and also buy unique digital products to decorate their avatars. These products are not limited to Nike World and their avatars can be used in other Roblox environments while traveling; In other words, they turn visitors into digital brand ambassadors.
Users have the ability to test their reactions and strategy skills with a number of games and have a chance to win more products and prizes. Nike is leading the way to prove that lifestyle and sales behavior can be just as effective in the digital world as it is in the real world.
This has made Nike successfully develop its ability to cultivate the idealistic mentality of users in this virtual technology, both in terms of desirable and fashionable products that users can have and in terms of competition, challenges and the ability to show high scores and achievements. transfer; That is, a great representation of a brand that has aligned digital transformation with its existing identity and ideals. Nike was very quick to take advantage of the NFT trend.
Selling Nike sports equipment in MetaverseCoins are tokens that live on a blockchain and can be used to create digital assets that are essentially unique; Whereas most digital items (for example, a JPG image or an MP3 song) have the ability to be repeated ad infinitum.
An NFT is a unique piece of digital data that can be attached to any other digital item, theoretically imparting its uniqueness to it. Nike showed how enthusiastic it is about the NFT idea last December when it bought RTF KT Studios, maker of NFT kits.
It is not difficult to understand the appeal of this studio for the manufacturer of sportswear. You will understand when you find out that he was able to sell 600 pairs of NFT sneakers in just six minutes! In total, he earned about 3.1 million dollars. Nike's first collection of NFT sneakers, created in collaboration with RTFKT Studio, are called the Cryo Kicks Dunk Genesis, and once in their possession, users can customize them using skin vials.
These vials can be created by various designers, adding special effects and patterns to the basic sneaker. In fact, there will be no fundamental change and only decorative parts will be added according to the user's wishes. This innovation and capability shows that Nike clearly understands the value of personalization for today's consumers.
Experimental storesNike's latest adventures in digital transformation are not limited to the virtual and digital world. In fact, the attractive idea at the Nike store in New York is to encourage users to interact and personally experience the brand, and believes that sports and technology are as important as encouraging them to buy products.
They can shoot hoops on the in-store baseball field, with cameras and video screens to record and replay highlights in real-time, or they can work up a sweat on a treadmill that simulates running outdoors. Also, before buying the shoes, users can customize them so that they look the way they like and the design of the cover is up to them.
In a world where consumers say having a positive experience with a brand is more important than factors like price in making purchasing decisions, Nike hopes technology will create memorable shopping and leisure experiences to create strong bonds between customers and retailers; This means that the number of people who will be looking for the famous swoosh logo next time in the sports goods market, either real or virtual, will increase.
