Hey, it’s Marc. ✌️ Last Friday, Nike revealed major updates to its Web3 strategy. Today we’ll take a short look at:

  • .SWOOSH year 1 recap

  • .SWOOSH updates

  • Strategic highlights

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.SWOOSH: First Year Recap

What’s “.SWOOSH”? If you haven’t heard about this, I suggest you to read my in-depth case study.

Briefly, .SWOOSH is Nike's blockchain platform launched in November 2022. It's a space for digital community building, co-creation, and virtual products.

Key features:

  • To join, users need a SWOOSH ID, a non-transferable NFT. 379,095 ID’s have been minted so far.

  • In January 2023, Nike introduced the Your Force One contest, inviting members to design virtual sneakers.

  • Throughout 2023, Nike engaged its community through workshops, a signature collection (“OurForce 1”), and its first Fortnite game world called "Airphoria."

  • They also offered physical products, like the limited edition TINJA sneaker, exclusively to active .SWOOSH members.

Zooming out: For Nike, this first year was all about experimenting with different engagement formats and blending digital and physical while staying true to its brand legacy.