Asian Tech Press (Nov 19) -- Nike has become one of the first major brands to enter the metaverse, releasing a virtual world called NIKELAND on the video game platform Roblox.

NIKELAND allows players to equip their avatars with special Nike products, which anyone can access for free on Roblox, and can use the accelerometer in their mobile device to transfer offline activities to online play, allowing real activities to take place in the digital space. Visitors can play games such as dodgeball in that digital space or design their mini-games using interactive sports materials.

Nike said it used its global headquarters as an environmental backdrop to create this custom world in Roblox's immersive 3D space, which aims to turn sports and entertainment into a way of life.

According to research firm Strategy Analytics, the global metaverse market is expected to reach $6.16 billion in 2021 and $41.62 billion in 2026.