#64: Nike’s Web3 180

In This Article

Around the Block…

• Blockchain / NFTs: Nike, FIFA

• AI: Vodafone

• AR / VR: Balenciaga, Universal Studios / Tesco

• Gaming / Metaverse: Louis Vuitton, Walmart

• Roblox: Hugo Boss, Adidas, Qatar, Nissan

Chain Reactions!

• Nike’s Web3 180

Around the Block…

Blockchain / NFTs

• Nike: Closing NFT Pioneer “RTFKT”

  • RTFKT shared on X that operations will officially wind down by January 2025.

  • Acquired by Nike in 2021, RTFKT was an early leader in digital wearables and NFT innovation.

  • Known for standout projects like $10K NFT sneakers and the Clone X collection with Takashi Murakami, RTFKT pushed the boundaries of digital creativity.

  • Its final project, the “MNLTH X Blade Drop,” will launch this December.

  • Source: X (RTFKT) / Decrypt

• FIFA: Launching Blockchain-Powered Mobile Game with Mythical Games

  • FIFA is teaming up with Mythical Games to release FIFA Rivals, a blockchain-based mobile game.

  • Set for summer 2025, the free-to-play game enables players to create and manage soccer clubs, compete in real-time arcade matches, and own in-game assets via the Mythos blockchain.

  • This partnership builds on Mythical Games’ previously launched NFL Rivals, a blockchain-based football game that garnered over 6 million players and traction in Web3 gaming.

  • Source: FIFA Rivals / X (FIFARivals) / BusinessWire (Mythical Games) / CoinTelegraph 

AI

• Vodafone: Leverages AI to Create a Fully Digital Commercial

  • Vodafone has unveiled a new commercial, “The Rhythm Of Life” created entirely using artificial intelligence (AI).

  • The project was created in collaboration with New Commercial Arts (now part of Ogilvy).

  • Source: Vodafone “The Rhythm Of Life” / More About Advertising

AR / VR / Visual

• Balenciaga: Updates Apple Vision Pro App with Immersive Fashion Content

  • Balenciaga has expanded its Apple Vision Pro app, first launched in July 2024, with new features, including spatial videos of runway shows, offering users a front-row experience of past collections.

  • The update also debuts a 3D lookbook for the Spring/Summer 2025 collection, enhanced with visual depth and spatial audio for a richer experience.

  • Users can now interact with detailed 3D models of accessories like the Nano Top Handle Bag, Basketball Sneaker, and 360 Mask Sunglasses, and enjoy a guided virtual tour of Balenciaga’s couture salon in Paris.

  • Source: Apple App Store (Balenciaga Vision Pro) / CR Fashion Book

• Universal Studios: Brings Wicked Movie Experience to Life with AR in Tesco

  • Universal Studios partnered with beverage brand, Robinsons, and UK market chain Tesco to launch an AR experience celebrating the Wicked movie release.

  • The “Witch Flavour Are You?” AR Magic Mirror experience transformed shoppers into Elphaba or Glinda in real-time.

  • The activation was powered by Aircards’ AR Magic Mirror, Snap Inc.’s CameraKit, and Verizon’s infrastructure.

  • Source: LinkedIn (Aircards) / LinkedIn (Savvy)

Gaming / Metaverse

• Louis Vuitton: Celebrates Discord Anniversary with Community Challenge

  • From November 26–30, Louis Vuitton hosted Enigma, an interactive community quest to market its one-year anniversary on Discord.

  • Through Discord, players could join one of two teams—Crafters or Makers—to solve

    daily riddles and uncover clues about the disappearance of Vivienne, the brand’s mascot.

  • The event concluded on December 1, with the fastest team to solve the overall mystery declared the winner and individual community members earning honors for their contributions.

  • Source: Discord (Louis Vuitton) / HypeBeast / CR Fashion Book

• Walmart: Updates “Walmart Realm” Virtual Store For the Holidays

  • Walmart updated its Walmart Realm virtual store, powered by Emperia, to include four themed holiday environments: Mountain Chalet, Holiday Party, White Elephant, and “The Sweetest Gifts.”

  • Influencers curated gift ideas for each space, inspired by Pinterest and TikTok trends.

  • Shoppers can explore AR-enabled items, create and share wish lists, and enjoy improved product discovery features.

  • Source: Walmart Realm / Retail Dive

Roblox

• Hugo Boss: Now Selling Physical Products Through Roblox Experience

  • Hugo Boss launched its HUGO Store within Roblox, blending real-world and digital shopping experiences.

  • U.S. residents can now purchase IRL HUGO merchandise directly through Roblox and have it delivered to their doorstep.

  • This move follows Walmart’s earlier initiative in 2024 to integrate IRL shopping into its Roblox experience.

  • Source: Roblox (HUGO STORE)

• Adidas: Drops “David Beckham Collection” on Roblox

  • Roblox players can now dress their avatars in gear from the brand’s David Beckham Collection, available through Adidas Outfit Creator store.

  • Source: Roblox (Adidas Outfit Creator) / LinkedIn (Silvia Raccagni)

• Qatar: Returns to Roblox’s “Livetopia” Experience

  • Qatar Adventure is back in Roblox within the popular Livetopia experience.

  • The partnership features

    new locations, five mini-games, and runs from November 29, 2024, to February 25, 2025.

  • Source: Roblox (Livetopia) / I Love Qatar

• Nissan: Releases Six Vehicles within Roblox’s “Driving Empire” Game

  • Nissan introduced six vehicles in Roblox’s Driving Empire, joining other top car brands by allowing players to digitally race with their cars.

  • Source: Roblox (Driving Empire) / X (Driving Empire) / YouTube (AGB)

Chain Reactions!

Nike’s Web3 180

Nike has been rethinking its approach to blockchain-based activations over the past year. Once a trailblazer in branded Web3, the company is now scaling back its efforts and pivoting in a new direction.

• Winding Down Blockchain Ventures: The closure of RTFKT, Nike’s pioneering digital wearables and NFT subsidiary, signals a clear retreat from its earlier NFT ambitions.

• .SWOOSH’s New Direction: Earlier this year, Nike paused new NFT drops on its .SWOOSH platform, shifting focus to gaming partnerships. The new strategy centers on integrating virtual wearables into popular gaming titles, launching tournaments, and rolling out exclusive hybrid product releases—though the activations remain to be seen.

• NFTs as Experiments, Not the Strategy: Even recent blockchain efforts, like the Melbourne Marathon NFT medals issued with Coinbase, feel more like one-off experiments than steps in a long-term blockchain plan.

• Why the Shift?: Declining NFT interest, a challenging year for Nike’s stock, and changes in leadership appear to be driving this recalibration. Gaming, with its engaged and growing audience, presents a clearer opportunity for meaningful consumer connection.

Nike’s pivot reflects a broader trend: brands are refining their Web3 priorities, focusing on strategies that deliver proven value while moving away from unproven, experimental formats.

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