Nike launches Web3 platform .Swoosh

Nike has launched its digital community and experience platform .Swoosh which uses blockchain-powered technology to offer an inclusive, equitable place for athletes, creators, collectors and consumers to design and own the future of sport.

To ensure it is a safe, trusted space, Nike said .SWOOSH has its own domain: welcome.swoosh.nike where Nike members will be able to learn about and collect virtual creations that community members will soon be able to wear in digital games and immersive experiences.

For example, community members will be able to unlock access to physical product or events like intimate conversations with athletes or designers. 

This approach meets consumers wherever they play and shop sport and offers a gateway into a new digital arena, according to Ron Faris, GM of Nike Virtual Studios.

Faris said, “We are shaping a marketplace of the future with an accessible platform for the web3-curious/. In this new space, the .Swoosh community and Nike can create, share, and benefit together."

Nike said at the moment .Swoosh is in beta, with registration to join opening later this month. For the rest of this year, Nike said it will grow the platform by inviting in a community that is as diverse and equitable as possible.

That means prioritising local communities that Nike supports across its diversity, equity and inclusion initiatives, starting with the United States and select countries in Europe, and skill-building with them so that they’re ready to participate.

In 2023 Nike will debut its first digital collection, shaped by the platform's community.

Shortly after the first digital collection drops, members will be able to enter a community challenge to win the opportunity to co-create virtual product with Nike. Those winners can earn a royalty on the virtual product they help co-create.