While there’s been no mention of the word “NFTs” thus far,
.Swoosh is Nike’s Web3 platform that was announced last year and is currently
in closed beta. It’s built on Polygon, an Ethereum scaling network, and
currently only offers up NFT collectibles in the form of digital sneakers and
membership cards.
In an announcement post, Nike said that it’s working with
the sports video game publisher to “make select .Swoosh virtual creations
available” in upcoming EA Sports games. The two sports brands will “build new
immersive experiences” with an emphasis on customization, according to the
post.
The teaser video above shows Nike-branded football and
soccer gear, along with an image of a .Swoosh NFT collectible showcasing a
football helmet.
According to the .Swoosh website, Nike "[refers] to
tokens as Nike virtual creations, which include digital sneakers, apparel,
accessories, and other collectibles you can wear in games or redeem for access
to exclusive products, events, and more."
“Nike and EA Sports share a commitment to innovation,
creativity, and excellence, and we are thrilled to partner with them,” Ron
Faris, GM of Nike Virtual Studios, said in a statement. “This partnership will
allow us to unlock some incredible new experiences for our .Swoosh community and
the massive EA Sports fan base.”
Andrea Hopelain, SVP of Brand for EA Sports & Racing,
added that the publisher aims to "bring creativity and self-expression to
the forefront for fans as they connect, compete, and share their love for
sport."
Little else has been publicly revealed about the
collaboration so far, but Nike said that more information on its work with EA
Sports will be shared “in the coming months.”
What’s In The Game? Only time will tell…@EASPORTS x .SWOOSH 🎮⚽️🏈🏆 pic.twitter.com/AXgidKX7rd
— .SWOOSH (@dotSWOOSH) June 1, 2023
EA Sports is a division of game publisher Electronic Arts,
home to game franchises like Apex Legends, The Sims, and Battlefield. EA Sports
has released sports games with the Madden NFL, FIFA, NHL, and NASCAR brands
since its inception in 1991.
Despite being closed to the general public, .SWOOSH released
its first NFT collection on its platform last month, selling over 92,000 NFTs.
The Our Force 1 launch began with an NFT airdrop, and then sold digital shoe
boxes that “open” into digital sneakers.
Nike has seen immense financial success from its NFT
releases thus far, gaining over $186 million in total revenue since December
2021 according to a dashboard from Dune Analytics.
Most of that revenue has come from RTFKT, the Web3 startup
it acquired that created CloneX NFTs with artist Takashi Murakami, as well as
NFT-based Nike CryptoKicks and exclusive physical sneakers that can only be
purchased via redeemable NFTs. NBA legend LeBron James was recently spotted
wearing a pair before a playoff game.
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