Nike virtual sneakers, when launched, will be the latest digital fashion offering from a major brand.
If a few years ago someone asked you to buy a digital dress that only exists inside the virtual world and costs over $100, you would have rolled your eyes and walked away. Just this October, Dolce and Gabanna sold their first exclusive digital collection as an NFT for over $6 million. And that’s not the only jaw-dropping, eyebrow-curling sale in digital fashion. A virtual sneaker brand, RTFKT, sold a pair of virtual sneakers for over $3 million in around 7 minutes.
Virtual and digital fashion is destined to become the norm with big brands venturing into digital fashion and NFTs. But would it really become a mainstream practice given that both digital fashion sold with or without NFTs is exceedingly expensive? Apparently, the younger generation loves NFTs and digital fashion. And for a reason. GenZ is more concerned with how fashion is made and how their use of it impacts the environment compared to their predecessors. Digital fashion generally comes with a lower price tag in terms of sustainability and environmental harm than its counterparts. Digital fashion along with 3D fashion is seen as a better alternative for current fast fashion.
So how does Nike fit into this conversation?
Nike’s Plan To Go Digital With Nike Virtual Sneakers And Much More
Nike has announced its plans to launch digital clothing. The company has filed for trademark applications that highlight the brand’s intent to sell digital sneakers, clothes, and accessories that could be used in a virtual setting, such as a Roblox game. Previously, we have seen Vans launch their exclusive clothing and accessories within Roblox’s metaverse. So this could be Nike’s move to reach younger audiences through gaming platforms and digital marketplaces that are quickly becoming popular among the youth.
The trademark applications have been filed for “Nike”, “Air Jordan”, “Jordan”, and “Just Do It”. The trademark applications also include the company’s famous Jumpman logo and its swoosh sign. In total, there were 7 trademark applications submitted to the U.S. Patent and Trademark Office.
The trademarks are reportedly for digital products that the company intends to sell on its own digital store. The company is reportedly planning non-downloadable, online Nike virtual sneakers, headwear, bags, bags, sports bags, backpacks, art, toys, accessories, and sports equipment.
To prepare for the new “world”, the company is hiring digital designers that’s soon to become a reality with Facebook’s Meta.
Now the big question is, will it work?
For Nike, the trademarks will do two things: first, the company would be able to make sure that no one else is ripping off the company’s designs; second, even if Nike has no immediate plans to launch digital products, it will have to in the near future when the demand spikes. And it already is spiking with influencers wearing digital clothes and YouTube stars trying digital fashion. On a bigger scale, if Nike decides to launch its digital offerings, it will be helping bring the global carbon footprint down, which is currently estimated to be around 10% of global greenhouse emissions. So digital fashion, especially when adopted by big brands like Nike may lead us to a more sustainable world.