Nike’s Web3 brand .SWOOSH just dropped their first physical sneaker.

Just a sneaker? There’s more to it – let’s break it down👇
(Link to case study below)

The sneaker is called Air Force 1 Low “TINAJ” 👟
TINAJ stands for “This is not a jpeg.”

And it’s limited:
– AF1 drop will happen on Oct 20
– TINAJ merchandise will drop in Nov
– Who has access: .SWOOSH Members 👤 who purchased an OF1 box & revealed at least one (more below)
– Where is it dropping: SNKRS APP via Exclusive Access 📲

Why is this interesting? 🤔

Here’s the big picture:

– In November 2022, Nike launched .SWOOSH platform.

– .SWOOSH is set to be the hub of Nike’s Web3 activities and the primary interface for user interaction.

– Users can learn about, collect, co-create, and co-own virtual creations.

– It started with the “OurForce 1” campaign earlier this year.

Let’s break this down:

1. To participate on the .SWOOSH platform, users need a SWOOSH ID.

2. 375,423 .SWOOSH IDs have been minted so far (Soulbound NFTs).

3. In January 2023, Nike then launched the Your Force One contest, where members could jointly design sneakers for Nike's forthcoming virtual footwear series, dubbed the OurForce 1 collection.

4. In April, Nike distributed 106,453 free virtual posters to .SWOOSH community members who had previously engaged in co-creation with Nike.

5. Nike offered those who held their virtual posters the first opportunity to purchase an OurForce 1 box.

So, what exactly is an OurForce 1 box?

It's a virtual container housing the new OurForce 1 collectibles, inspired by Nike's iconic Air Force 1 sneakers.

Now, owners of the Our Force 1 boxes who opened at least one pair have access to buy this TINAJ sneaker for $120 available in the US and Europe.

The bottom line? 💡

The reciprocity between the brand's legacy (AirForce 1) and virtual creations (OurForce 1) creates a compelling, symbolic brand narrative that resonates with the product and the community.

I think that it’s an obvious next step for Nike to offer more exclusive physical products and experiences to its NFT holders and even bring the most popular OurForce designs into its global retail stores.

Next-gen consumers spend increasing time online, likely creating, earning, and holding virtual assets that mirror their virtual lives.

Owning Nike’s virtual products might become a top-of-the-funnel gateway drug, enticing consumers to explore and invest in the brand's physical products and experiences.