Sweet virtual creps, bro…
Ever the pioneers, Nike has announced that it will be using its new Swoosh platform to release a non-fungible token (NFT) sneaker collection.
The collection, based on the iconic Air Force 1 design, will be a entirely virtual sneaker called “Our Force 1”.
Those that sign up to the Swoosh platform will start to receive exclusive posters, granting access to a sale that will take place on 8 May. Then, two days later, all Swoosh uses will be able to buy the new sneakers to wear, er, virtually.
Each “pair” will cost $19.82 – reflecting the year that the Air Force 1 sneaker was originally released.
Purchasers will have a choice of two products – Classic Remix or New Wave. Each will feature different designs, including one created by four Nike fans at the start of the year.
Several companies have used NFTs in their promotion or business strategies. Some notable examples have been beauty brand Clinique, which launched its first-ever set of limited-edition NFTs titled MetaOptimist.
The NBA also began selling digital collectibles in the form of NFTs, while Coca-Cola – collaborated with avatar company Tafi to create its first set of NFTs.
Similar to Nike’s effort, Adidas launched its own NFT platform called “Adidas Originals NFT” to create limited-edition collectible virtual assets.
As the popularity of NFTs continues to pervade the minds of consumers, don’t expect Nike to be the only brand to release these kinds of “exclusive” kicks.