Nike tapped Gen Z creatives to build a virtual world centered around its Air Max sneaker. To make the 34-year-old sneaker relevant with a younger generation, Nike handed creative freedom over to three youngsters from the Play Council (its kids’ advisory board) to build a virtual environment centered on the Air Max sneaker in honor of this year’s Air Max Day. Dubbed Airtopia, the world is inspired by the kids’ doodle sketches and includes “Air-lein” characters (a.k.a. air aliens), a crashed spaceship, a mini-game called “Jump Jump Jump,” and a virtual pet store. Airtopia can be accessed inside Nikeland on Roblox, and players who enter Nikeland can play a part in building out Airtopia by voting on what elements will be part of the world moving forward. YPulse’s Metaverse trend research found that the majority of Gen Z is already in the metaverse, meaning they play a video game that brings them to a virtual world (i.e. Roblox), and recruiting young talent to build out virtual worlds is one way brands can build activations that young people actually want to visit. (Adweek)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
