Nike, the global sportswear giant, has partnered with EA Sports to integrate its non-fungible token (NFT) platform, “.SWOOSH”, which is still in closed beta, into EA Sports games. This move is expected to bring Nike’s virtual footwear and apparel into the gaming world, potentially reaching millions of players.

On November 14, 2022, Nike announced the launch of .SWOOSH, “a web3-enabled platform that champions athletes and serves the future of sport by creating a new, inclusive digital community and experience and a home for Nike virtual creations.” The company said back then:

To ensure it is a safe, trusted space, .SWOOSH has its own domain: There, Nike Members will be able to learn about and collect virtual creations, which are typically interactive digital objects, such as virtual shoes or jerseys, that community members will soon be able to wear in digital games and immersive experiences. In some instances, community members will be able to unlock access to physical product or events like intimate conversations with athletes or designers.

In yesterday’s press release, Nike said:

Nike’s new partnership with EA SPORTS will look to build new immersive experiences and unlock brand new levels of customization within the EA SPORTS ecosystem. In future EA SPORTS titles, EA SPORTS and Nike plan to make select .SWOOSH virtual creations available allowing members and players unique new opportunities for self-expression and creativity through sport and style.

Andrea Hopelain, SVP of Brand for EA SPORTS & Racing, had this to say:

All of us at EA SPORTS are focused on leading the next evolution in sports fandom, and this new collaboration with our longtime partners at Nike sits directly at the intersection of innovation, sport, and culture. Working with .SWOOSH, we’ll bring creativity and self-expression to the forefront for fans as they connect, compete and share their love for sport.

And Ron Faris, GM of Nike Virtual Studios, added:

Nike and EA SPORTS share a commitment to innovation, creativity, and excellence, and we are thrilled to partner with them. This partnership will allow us to unlock some incredible new experiences for our .SWOOSH community and the massive EA SPORTS fan base.

As Cointelegraph reported earlier today, “It was on May 15 when .Swoosh released its first NFT collection, a line of virtual shoes called Our Force 1, a not-so-subtle nod to the brand’s iconic Air Force One line of sneakers.”

EA Sports, a division of Electronic Arts (EA), is a leading video game publisher renowned for its specialization in developing and publishing sports-related video games. With an extensive portfolio spanning multiple sports, such as soccer, football, basketball, and hockey, EA Sports has solidified its position as a prominent player in the competitive sports gaming industry. The company is widely recognized for its popular franchises, including FIFA, Madden NFL, NBA Live, and NHL.

Featured Image Credit: Nike