In an exciting announcement today, Nike Virtual Studios and EA SPORTS unveiled a new collaboration designed to heighten and customize the virtual sports experience for fans globally. This initiative pairs two powerhouses of sport and entertainment, thereby introducing innovative avenues for the members of Nike’s new digital community experience, .SWOOSH, and EA SPORTS fans to express their individual style through play.
The Aim
Their partnership strives to fabricate new immersive experiences and open up fresh levels of customization within the EA SPORTS universe. Future EA SPORTS titles will feature select .SWOOSH virtual creations, enabling members and players to tap into unique opportunities for self-expression and creativity through sport and style.
Shared Commitment
“Nike and EA SPORTS share a commitment to innovation, creativity, and excellence, and we are thrilled to partner with them,” said Ron Faris, GM of Nike Virtual Studios. This sentiment was echoed by Andrea Hopelain, SVP of Brand for EA SPORTS & Racing, who said that the collaboration would bring creativity and self-expression to the forefront for fans.
Further Details
Additional details regarding the integration of the .SWOOSH community with future EA SPORTS experiences will be made available in the coming months. In the meantime, you can register to become a .SWOOSH member at welcome.swoosh.nike and stay updated by following the dotSwoosh blog on Medium and @dotSWOOSH on Twitter or Instagram.
.SWOOSH Launches First Virtual Collection
On April 17, .SWOOSH launched its first digital-creation collection, Our Force 1 (OF1), co-curated by the .SWOOSH community. Priced at $19.82 USD, the OF1 collection is available in two digital “boxes,” the Classic Remix box and the New Wave box. Each box contains a digital Our Force 1 version of an iconic Air Force 1.
The Digital Community and its Future
Currently boasting more than 330,000 members, .SWOOSH is pioneering a movement centered on a new, digital community. The OF1 collection is a tribute to the first 50 years of Nike and showcases the creativity and versatility of the Air Force 1, all while removing the barriers of physical product.
What the Future Holds
Upon opening their OF1 box, each .SWOOSH member will discover which Our Force One shoe they received. Each virtual creation will come with a 3D file that the owner can download for new forms of self-expression. Moving forward, .SWOOSH plans to introduce other utilities and benefits to these unique Nike virtual creations, such as exclusive physical products or experiences.
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