- Nike launches its first collection of digital creations on the blockchain-powered Swoosh platform.
- It calls them “creation” instead of NFT, following the trend of other brands dropping crypto jargon in their marketing communication.
- Nike could generate revenue of more than $6.5 million if it sells at least one box to every Swoosh subscriber.
Footwear and apparel giant Nike announced it will launch its “first ever digitally created collection” in Swooshthe blockchain-powered platform that Nike unveiled in late 2022.
Hereinafter, Brand consumers will be able to purchase digital images of virtual shoe boxes for $19.82, the company said.
Over time, each box will unlock different digital versions of the Nike’s “iconic Air Force 1”which were first sold in 1982.
The particularity of the announcement is that, like other massive brands, Nike continues to bet on NFTs to retain customers, but they no longer call them that.
Now, brands talk about “collectible” (collectible) or, in the case of Nike, “creation” (creation).
New strategy with NFTs
The move by brands to keep crypto jargon like NFT or blockchain out of communication follows similar advertising and marketing efforts launched by The Rolling Stones and Fox Entertainment.
The trend to stop using industry jargon is obviously a consequence of the series of crypto scandals that began in 2022 and continue to unfold, such as the one involving FTX.
It may also be an attempt by brands to incorporate these technologies using more everyday language.
Who can buy the “creations” or NFT of Nike?
Nike said it will give each of its more than 330,000 Swoosh subscribers the chance to purchase one of the digital boxes.
According to The BlockIf the company sells at least one box to each of its members, it could generate more than $6.5 million in revenue.
This isn’t Nike’s first foray into digital. Late last year, RTFKT, a digital fashion and collectibles firm owned by the sports fashion company, released sneakers in NFT format.
The Air Force 1 boxes will begin to be available from this Tuesday, April 18 and can be purchased on the Nike digital market.
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