Nike`s Metaverse Foray: Exploiting a Revenue Opportunity or Riding a Fad?
| Case Code: MKTG468 Case Length: 17 Pages Period: - Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : Nike, Inc. Industry :Retailing Countries : United States Themes: Digital Marketing Brand Strategy, E-Business Strategy,Technology in Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In June 2023, the US-based sportswear giant Nike, Inc. (Nike) unveiled an immersive gaming venture in the metaverse titled ‘Airphoria’ (See Exhibit I). The game was introduced on the Epic Games Inc. owned Fortnite online video game and game platform that had six distinct game mode versions – all of them sharing the same general gameplay and game engine.
Airphoria was added as a Nike-themed floating city on the Fortnite platform. In the game, the villain – Maxxed Out Max – stole the five special Air Max shoes floating above the Airphoria virtual world and powering it. Each Air Max shoe was said to represent an important moment in sneaker history. The player’s job was to make the shoes float again, because if the shoes stayed on the ground, the virtual world would lose its power.
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