Jumpman is a Jumpman, whether you’re jumping towards the basketball hoop or off the Battle Bus.
While Nike doesn’t re-release the real-world favorite Air Jordan IX Cool Gray until December 11, the shoes are already available in the metaverse: the company has partnered with Epic Games, the developers behind Fortnite , to introduce a new line of Jordan wearables into the game, all paired with the icy colors of Cool Grays. The promotion also introduces a new interactive in-game experience called Jumpman Zone, where players can hone their skills to win Jordan-branded skins (clothes or avatars). other cosmetic equipment worn in the game). The Site itself is arty and sparse, featuring a gray galactic landscape and an indoor space with white walls lined with bows and a giant tower containing stacked boxes of Jordan shoes. Highly conceptual tool.
Nike and Fortnite’s most recent partnership is also the first: in 2019, the brand has launched a digital collection of classic red and black Jordan gear, which of course includes some Air Jordan Is. Since then, Fashion’s growing interest in outfitting the virtual world created a couture partnership between Balenciaga and Fortnite and Stefan Cooke and The Sims. As GQRachel Tashjian wrote this week, “Most of the fashion world’s investments in the metaverse to date have been through video game interfaces, make up an estimated $40 billion a year market, “Offering” in a relatively low (and even sustainable!) way to appeal to a community of fashion-savvy gamers and NFT holders eager to spend their money in innovative and disruptive ways . ”
It makes sense that one of the biggest franchises out there wants to continue to create space in the metaverse and players will want to wear it. Cathy Hackl, CEO (and Metaverse Director) of consulting group Futures Intelligence Group and general metaverse expert, said: “How young people dress up their avatars is extremely important to them. with them. GQ. “Direct-to-Avatar is the new direct-to-consumer image.” Even so, the question remains: can sneakers disappear in the metaverse? The jury is not over yet.