• Loading stock data...
Sunday, June 1, 2025

Nike, Adidas Box Out Virtual Territory

  • Nike and Adidas are both linking up with metaverse companies and carving out spaces in virtual worlds.
  • Nike acquired RTFKT on Monday.
Adidas-Nike-NFT
Bored Ape Yacht Club/RTFKT/Design: Alex Brooks

The next battle for sneaker brand placement is taking place inside the metaverse.

Both Nike and Adidas have established digital properties and key partnerships as they look to establish a presence in popular virtual environments. 

Nike took steps to vertically integrate its production of NFTs and other digital goods on Monday with the acquisition of RTFKT, which produces NFTs, sometimes paired with a physical collectibles such as sneakers.

Nike filed trademarks for its signature swoosh logo and “Just Do It” slogan in digital forms and environments in October. 

Adidas made a similar move earlier this month by linking with popular NFT collection Bored Ape Yacht Club. The partnership includes PUNKS Comic, which combines NFTs with physical comic books, and crypto/NFT influencer gmoney NFT.

Trillion-Dollar Opportunity

  • In November, Adidas announced a partnership with cryptocurrency exchange Coinbase, without providing further details.
  • Just prior to that, metaverse company The Sandbox revealed that Adidas had purchased a plot of virtual land.
  • Nike has its own virtual space within Roblox — called NIKELAND — where users can play games and check out products.

Estimates for the metaverse’s economic impact range from $1 trillion, according to investor Grayscale, to Epic Games CEO Tim Sweeney’s prognostication of a “multi-trillion part of the world economy.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Mar 23, 2025; Miami, FL, USA; Alexandra Eala (PHI) reacts after winning a point against Madison Keys (USA)(not pictured) on day six of the Miami Open at Hard Rock Stadium.

Alex Eala Is Defying Her Country’s Odds to Make French Open History

The Philippines native has overcome a unique set of financial odds.

Featured Today

Around the Horn - October 26, 2020
May 23, 2025

‘Quirky, Nutty, Bombastic’: 10 ‘Around the Horn’ Faces on Their Top Moments

“A quirky, nutty, bombastic, mostly wrong, sometimes right, crazy sports family.”
AA Mint Cards
May 18, 2025

Young Collectors Are on a High-Stakes Chase for Ultra-Rare Trading Cards

“They just want that excitement of the chase,” says a 23-year-old collector.
Donnie Gobourne JDL
May 17, 2025

U.S. Professional Softball Players Are Flocking to Japan to Get Paid

The Diamond League offers paychecks and amenities that the U.S. can’t beat.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.