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Nike November 18, 2021
By Snobette
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Nike

Nike Partners With Gaming Platform Roblox With Launch Of Nikeland

nike-roblox-nikeland-game (1)
Nike sneaker featured in Roblox's Nikeland

November 18, 2021. Leave a Comment

Reflecting a goal of expanding children’s sales, Nike announced today a partnership with popular online children’s gaming platform Roblox on a new location called Nikeland. With buildings and fields inspired by Nike’s Beaverton headquarters, games range from tag to dodgeball to a challenge called “The Floor Is Lava.”

In an effort to encourage movement, which underscores Nike’s latest marketing message expanding the concept of athletes beyond sports, visitors to Nikeland visitors can make use of accelerometers in their mobile devices to translate offline movement to online play. For example, a player can move her/his device and body in real life to execute in-game moves like long jumps or speed runs.  

Naturally, Nikeland includes a showroom where players can outfit their avatars with Nike’s Mercurial soccer shoe, Air Force 1 Fontanka and Air Max 2021.

The Nikeland announcement follows on heels of news in November that Nike had filed for multiple trademarks, laying the ground work for branded virtual sneakers and apparel.

Nike previously collaborated with Roblox in 2019 with a month-long event celebrating the release of the AirMax 720 silhouette. The partnership allowed players access to three avatars outfitted in the brand’s AirMax 720 Throwback Future Air sneakers.

Roblox recently reported third-quarter revenues of $509.3 million, up 102 percent over the prior year. The stock jumped up 33 percent on the news.

Nikeland is free (for now) to visit and is now accessible at roblox.com/nikeland.

Nikeland courtesy of Nike
Nikeland courtesy of Nike

Nike Sneakers Virtual Air Force 1 Roblox

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Retailer Atmos, owned by Foot Locker will be ceasi Retailer Atmos, owned by Foot Locker will be ceasing operations in North America. The website and retail locations will be shutting down to further focus on Japan in Asia.

In press about the announcement Atmos SVP and GM Patrick Walsh says,"The Atmos brand has a unique and authentic identity, character and spirit. Given the strength of Atmos in Japan and Asia, we are focused on further investing in this market. Though in line with this focus and our plans for simplification, we have made the strategic decision to close our three Atmos stores in North America and our Atmos U.S. website. We are confident that this is the right move for Atmos and will help us continue to work in service of bringing sneaker and street culture to our customers in Asia.”

The Atmos women's store in Philadelphia opened in October 2022!!
Today, Kering announced the appointment of Dublin, Today, Kering announced the appointment of Dublin, Ireland-born designer Sean McGirr as the new creative director of Alexander McQueen after the departure of Sarah Burton.

A graduate of London’s prestigious Central Saint Martins fashion school, he embarked on his career as an assistant at Burberry and Vogue Hommes Japan before becoming part of the creative team at Uniqlo. Prior to his tenure at JW Anderson, McGirr served as the womenswear designer at the renowned Belgian fashion brand, Dries Van Noten.

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