Nike Partners With Online Game Roblox to Build Virtual ‘Nikeland’

Nike has teamed up with Roblox to make its own virtual world in the popular children’s game.

On Thursday, Nike announced its partnership with the online gaming platform, which would feature its virtual world, Nikeland. Nikeland is modeled after the real-life Nike headquarters, CNBC reports. The world features Nike buildings, areas for players to compete in mini-games and more.

There is no price to enter Nikeland at the moment, but eventually, the company would like to host sporting events that will be accessible to gamers around the world, CNBC reports. The sporting games would be put on in conjunction with real-life affairs like the Super Bowl or the World Cup.

As part of the business move, Nike may be trying to reach younger audiences and introduce them to the brand to move gamers’ experiences with the company in the game to buy Nike products in the real world.

“If they know a bunch of kids are wearing it on Nikeland, then they will then come out with it in the physical world,” said Sam Poser, an analyst who covers Nike at Williams Trading.