Nike has been pursuing a goal of turning sports and play into a lifestyle for quite a while, especially with all the initiatives aimed at children like the youtube series “Nikee playlist”. “We wanted to show kids that sport, at its core, is all about play,” says Jessa Moon, Global Brand Director for Nike Kids. “It doesn’t have to be soccer or football or traditional sports — it can be a mash-up or something totally wild and different. We wanted to inspire kids to think about moving their bodies in all kinds of ways and having it be about joy as opposed to winning or competition.”
On the 18th of November, Nike revealed their new step towards influencing the younger audience, launching a virtual world “Nikeland” on video games platform Roblox Corp. In this digital space, visitors can outfit their avatars with unique Nike products, play, compete, and even create their own games/competitions.
WHAT CAN YOU DO IN NIKELAND
In “Nikeland”, you can currently compete in games like “Tag”, “the floor is lava”, “Dodgeball”, and also create their mini-games from interactive sports materials. But the part of this whole initiative that is the most related to sport is tracking real-life movement. Using accelerometers in mobile devices, people can “transfer” their activity into their online play, like jumping, which would lead to adequate movement of their avatar.
FUTURE POTENTIAL
Not only is this an excellent strategy for introducing the brand to kids at a young age, but also a great environment to test their products, according to Sam Poser, an analyst who covers Nike at Williams Trading. He predicts Nike will use it to try out new products to see what sticks.
It could also host competitions tied to global sporting events, integrating in-play moments that would emulate them in virtual reality.
Above all, it seems like a great form of encouraging kids to move while making it exciting. Therefore, it probably will have some positive impact on our society if only it will gain popularity.
sources:
https://news.nike.com/news/five-things-to-know-roblox
https://purpose.nike.com/made-to-play
https://news.nike.com/news/http-news-nike-com-how-nikes-turning-play-into-a-lifestyle-for-kids
visit if you are interested in this topic:
https://www.roblox.com/nikeland
Actually, it seems a reasonable tool in the era of lockdown as people are forced to stay ar home and it is always harder and less convenient to do sports in your own house instead of lying on the bed. But on the other hand, Nikeland may enforce screen and gaming addiction, which is on the rise especially among younger generation.
Great observation. In my oppinion enforcement of screen and gaming addiction increases rapidly anyway, so as you said it is quite reasonable to bring movement and exercise to this major aspect of young peoples lives. I think that this Advantage would greatly outweigh the disadvantage you have mentioned.