#53: Nike's Web3 Shift & NFL's Roblox Launch

In This Article

Around the Block…

• Blockchain / NFTs: Nike, Ford, Toyota

• AI: Prada, Coca-Cola

• Gaming / Metaverse: Puma, UEFA

• Roblox: NFL, Netflix

Chain Reactions!

• Blockchain Beyond Hype

• Tech Integration: The New Standard for Real-World Events

Around the Block…

Blockchain / NFTs

• Nike: Pivots .SWOOSH Web3 Strategy to Focus on Gaming

  • Nike is making a significant shift in its Web3 approach by centering its efforts on gaming. After two years of experimenting with virtual products through the .SWOOSH platform, the company is halting plans for new NFT collections to refocus on delivering enhanced gaming experiences (the company originally teased this direction in their January blog post). Nike's updated .SWOOSH strategy will focus on integrating in-game wearables, footwear, and apparel with major gaming partners, blending virtual and physical product offerings. .SWOOSH will serve as the hub for these initiatives, with plans for tournaments and exclusive product releases.

  • Source: Nike (.SWOOSH Blog)

• Ford / Toyota: Exploring Blockchain Use Cases in Auto Industry

  • Ford and Toyota are deepening their investment in blockchain, filing 43 related patents in Q2 2024. Ford’s new patents focus on using blockchain to securely manage vehicle ownership and title transfers through smart contracts. Toyota, meanwhile, is developing blockchain-based systems for managing vehicle NFTs that track cars held by dealers. These innovations signal how both companies can leverage blockchain to enhance efficiency and transparency in the automotive industry.

  • Source: CoinTelegraph

AI

• Prada: Launches AI-Driven Virtual Flower Lab for Paradoxe Fragrance

  • To celebrate its new AI-crafted fragrance, ‘Paradoxe Virtual Flower’, Prada opened immersive pop-up events in Manhattan during New York Fashion Week. The Prada Paradoxe Virtual Flower Lab offered visitors unique experiences like fragrance bubble machines, a 3D scanning installation, and an AR selfie station by FFFACE.ME. Guests were invited to explore the intersection of technology and florality through this sensory journey.

  • Source: NYC for Free / TikTok (NYC for Free) / LinkedIn (FFFACE.ME)

• Coca-Cola: Using AI to Create Custom Videos for ‘Cappy’ Drinkers

  • Coca-Cola launched an AI-powered initiative for Cappy, its popular breakfast juice in Eastern Europe. Drinkers can scan a QR code on the bottle to be taken through a Mad Libs-style quiz. The responses are then used to generate a unique, AI-crafted video tailored to each user. The activation was a collaboration with VML and Sawhorse Productions.

  • Source: LinkedIn (Nic Hill)

Gaming / Metaverse

• Puma: Partnering with Blockchain-Powered Mobile Game UNKJD Soccer

  • Puma is expanding its gaming and Web3 strategy by partnering with UNKJD Soccer, a mobile game that blends street soccer with fantasy gameplay enabled by blockchain ownership. This partnership will bring Puma-licensed characters and exclusive in-game content to the game. By integrating wearable items and other exclusive content, Puma aims to deepen player engagement and build its digital footprint. The collaboration is expected to drive the game's popularity as it prepares for its full release in 2025, marking another step in Puma’s ongoing gaming and metaverse innovation.

  • Source: UNKJD / CoinTrust

• UEFA: Hosts Virtual Events for Soccer Fans on Web-Based Platform

  • UEFA has rolled out its second virtual event of the season, Champions League Fantasy Football, as part of its ongoing UEFA Virtual Events platform, which launched in Fall 2023. The latest event in their 3D virtual space is hosted by Joe Hart and Sky Sports’ Melissa Reddy and provides fans with tips on succeeding in Champions League Fantasy Football. The experience was created in partnership with Dubit.

  • Source: UEFA Virtual Events / UEFA / LinkedIn (Dubit)

Roblox

• NFL: Launches Football Experience on Roblox as New Season Kicks Off

  • The NFL has launched ‘NFL Universe Football’ on Roblox. The experience features all 32 NFL teams and stadiums, where players can compete in 6v6 matches, customize gameplay, and earn exclusive NFL items. Developed by Voldex, a top creator of Roblox games, the environment offers a space to connect and play with other football fans.

  • Source: Roblox (NFL Universe Football) / Venture Beat

• Netflix: Extends ‘Geeked Week’ Festivities into Roblox ‘Nextworld’

  • Netflix 2024 ‘Geek Week’ event ran from September 16th through 19th in Atlanta. The event was in its fourth year, celebrating popular Netflix franchises and fandoms. For the first time, the brand extended festivities into their Roblox experience ‘Nextworld’, where players could team up to defeat the ‘Spoiler King’a and unlock show-themed free UGC wearable items.

  • Source: Roblox (Netflix Nextworld) / X (Netflix Geeked)

Chain Reactions!

Blockchain Beyond Hype

• While some brands continue to use blockchain for high-visibility stunts, like limited NFT drops or digital collectibles, companies like Ford and Toyota are exploring blockchain’s functional side. Their recent patents focus on improving real-world applications, such as secure vehicle ownership transfers and tracking inventory with NFTs. These use cases showcase how blockchain can operate behind the scenes, benefiting consumers without knowing they’re interacting with the technology. This shift signals a growing maturity in blockchain's application, with some brands focusing on real utility rather than just buzzworthy campaigns.

Tech Integration: The New Standard for Real-World Events

• Integrating technology into real-world events is quickly becoming the norm rather than the exception. From Prada’s AI-powered pop-up during New York Fashion Week to Netflix extending its Geeked Week into Roblox, brands are seamlessly blending digital and physical experiences. These activations highlight how tech is no longer an add-on but an essential part of engaging today’s audiences, offering personalized, immersive interactions that extend beyond traditional events.

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