In their new collab with Fortnite, Nike is making the metaverse cool again. Gaming meets fashion as part of Nike’s limited-edition “Airphoria” metaverse gaming experience in the Gen Z-loved gaming platform. The phygital marketing move is the brand’s attempt to engage a new, younger set of consumers interested in the iconic Air Max sneakers. Players take part in a “sneaker hunt” on Fortnite, and those who accomplish the challenge successfully unlock a virtual pair of Air Max 1 ‘86 Back Bling that will be part of their Fortnite locker collection coming to stores later this month. The vice president and general manager of Nike Virtual Studios explains that the brand is “always looking for authentic ways to deepen [their] connection with fans and inspire a love of culture and sport.” Just as YPulse research predicted earlier this year, phygital launches from top brands like Nike are making an impact amongst Gen Z consumers. (Vogue Business)
