Nike
- Experience
- Consumer Insights
- Strategy
- Trend Research
Bringing Nike into The Metaverse
Gen Alpha is the least active generation in history.
To get them moving, Nike sought to meet them where they are—on Roblox, Gen Alpha’s favorite platform to play.
Working closely with the Nike Global Brand and Brand Creative teams, we designed a Roblox experience that would empower kids, inspire them to imagine the future of sport, and get them moving in real life. The result was one of the largest, most ambitious Roblox worlds to date, with first-ever gameplay mechanics and accelerometer integration.
The result was a huge success—over 9 million people have visited NIKELAND, and the experience has been featured in Hypebeast, The Wall Street Journal, NPR, and more.
BUILDING THE WORLD
Nike Global Brand Creative collaborated with us for our gaming expertise and consumer insights. In our interviews with Gen Alpha, we heard that kids found sports to be too competitive, stressful, and structured. We remixed Nike world headquarters into a land of living sport—a place where sports are welcoming, fun, and rules don’t apply.
DESIGNING GAMEPLAY
One of our core strategic objectives was empowering Gen Alpha to co-create the future of sport. We gave every player a yard to build their own games and invite friends to play. Then, to get them moving in real life, we added sports superpowers that players could activate by shaking their mobile device.
GAME ON
NIKELAND isn’t a campaign—it’s a persistent, evolving world. We continue to partner with Nike Global Brand and Brand Creative after launch, rolling out updates around brand initiatives like Airtopia and key sport moments. We provide strategy, player journeys, copy, visual direction, gameplay ideation—all the guidance needed to bring the world’s biggest athletes—LeBron, Giannis—into the Nike metaverse.
