After Zucc goes full Meta, others like Nike are trying to catch up. Nike filed trademark applications last week that indicate it wants to sell digital versions of its sneakers, clothing and other goods stamped with its swoosh logo in virtual worlds, such as videogames or other online platforms.
The new trademarks also provide Nike extra protection in the event others attempt to use the brand in an unlicensed way.
Nike also recently posted openings for a virtual material designer of footwear and other virtual design roles. The positions posted on Oct. 23rd said, “this role sits in the Digital Product Creation group, a team focusing on igniting the digital and virtual revolution at Nike.”
This is also not Nike's first digital adventure. In May 2019, the Jordan brand partnered with Fortnite, where characters wore Nike-branded sneakers. Nike has also had several collaborations with the online gaming platform Roblox.
The company is still waiting on a patent filed in April 2019 for “Cryptokicks,” which Nike plans to use as a nonfungible token.
Short Squeez Takeaway: With Facebook (we can't get used to Meta for a while smh) and Nike making moves in the metaverse, we expect other brands to follow suit soon and start charging obscene amounts of money for JPEGs of their products. The digital revolution is well under way.