Nike turns to meta: sports giant begins production of virtual clothing

Nike is preparing to produce its sneakers and sportswear for use in the digital environment.

Another U.S. corporation is switching to meta-technology: Nike is preparing to produce its sneakers and sportswear, focusing on the virtual digital environment. The company has applied for registration of new trademarks, indicating its desire to engage in large-scale production of virtual things under its brand. 

Nike has filed seven trademark applications with the wording “for use on the Internet and in virtual worlds.” We are talking specifically about the Nike trademark, the slogan “Just Do It,” and, of course, the signature logo “Swoosh,” one of the most recognizable brands in the world. 

CNBC’s sources informed us that the company is looking for new talent to develop its meta-technology and virtual apparel and footwear departments. Specifically, a position has opened up for a “virtual footwear materials designer.” The new hires will work as part of the Digital Product Creation group dedicated to “developing the digital and virtual revolution at Nike.”

While concepts such as the meta-universe and meta-technology have received additional attention thanks to the rebranding of Facebook Corporation, Nike has been focusing on product development for the digital environment for the past two years. Specifically, the company partnered with the video game Fortnite in 2019 to provide its virtual sneakers and later signed several contracts with the online platform Roblox.