Digital worlds aren’t just for gamers anymore. Web3 is ripe with immersive fashion experiences including mini-games, digital clothing, and virtual exclusives. Chances are your favorite fashion brands have already joined the metaverse — Nike, Gucci, and Adidas are just a few of the companies offering their own virtual experiences.
Whether you’re an experienced digital collector or just getting to know web3, branded digital realms offer something for everyone.
Many of the virtual worlds are hosted on easy-to-navigate platforms like Roblox and Fortnite and focus on community-oriented experiences. Others even boast their own NFTs that can be redeemed for physical goods. Check out these seven branded digital spaces to find what experience is right for you.
Nike was one of the first mainstream brands to join the metaverse when announced its virtual world “Nikeland” last November. Hosted on Roblox, the cyber space offers digital versions of the brand’s sneakers and clothing, as well as mini games fueled by real-life movement. Nikeland players can also design their own mini games.
You can go deeper into the metaverse with RTFKT, a web3 studio acquired by Nike last December. Since then, the duo has released virtual versions of Nike’s Dunk and Air Force 1 models, as well as an augmented reality hoodie. All boast an NFT component, with the latter two redeemable for physical versions of the products. If you’re into owning exclusive Nike items on the web and in real life consider exploring RTFKT.
After launching its fashion video game Afterworld: The Age of Tomorrow in 2020, Balenciaga collaborated with Fortnite to offer co-branded apparel available within the game and in real life. The luxury label will soon offer its own digital world, too, as it launches a new business dedicated to “products, projects, and experiences” designed for the metaverse. Details on Balenciaga’s digital endeavor are still under wraps — but you can bet it’ll be as refined as the brand itself.
Those already familiar with the metaverse should dive into Adidas’s partnership with Bored Ape Yacht Club. Blockchain-based gaming and real-life apparel, available only for owners of Adidas’s NFTs, are taking the brand’s virtual presence to the next level.
Gucci has become a luxury leader in web3: The designer brand boasts its own virtual world “Guccitown” on Roblox, where users can explore virtual clothing and connect with like-minded individuals.
Digital Gucci garments are available for purchase through Guccitown’s Gucci boutique, while a “Power-up Place” café offers a place for community members to meet and interact. Users can also get creative in the space’s aptly-named Creative Corner, where they can design art pieces by experimenting with patterns, colors, and shapes.
Burberry has leaned into the gaming aspect of the metaverse through its collaboration with Mythical Games. The brand’s Blankos Block Party world bridges the world of NFTs with gaming, allowing players to stylize their NFT characters with branded accessories and connect with other users.
To the delight of streetwear enthusiasts, Jordan Brand joined Fortnite last December to create its own world entitled “Jumpman Zone.” Much like Nikeland, Jumpman Zone allows gamers to explore scavenger hunts and challenges to unlock exclusive Jordan Brand content. Within the Fortnite space, players can also use their avatars to try on digital clothing and show off their dunking skills.