Nike more and more “destination”. The first project in the metaverse concerns the creation of a virtual world called Nikeland on the video game platform Roblox Corp. The new dimension recalls the headquarters of Nike and includes buildings, fields and arenas in which global sporting events and user avatars are recreated. through a dedicated showroom, they can wear Nike clothing and sneakers. By exploiting digital as a new showcase to push sales also in the physical world, Nike could relaunch products belonging to old real collections but also novelties in the metaverse. The launch of Nikeland follows up on the request to extend the application of its registered trademarks to products designed for the virtual world. Items indicated in the documents include headgear, eyewear, bags, backpacks and sports equipment. The request includes the Nike brand, the ‘Just do It’ motto and the swoosh, the Nike logo.