Nike launches SWOOSH, a new digital community for Nike products

Nike launches SWOOSH, a new digital community for Nike products

Global sportswear brand Nike has announced its New Digital Community, a Blockchain-powered home for Nike virtual creations. SWOOSH will set the tone for Nike’s first digital collection launch in 2023.

Nike launches SWOOSH

American-based international sportswear giant Nike has unveiled a new digital user-oriented Community to provide its members a platform for Web3-enabled virtual creations. In its press release a few hours ago, Nike stated that its new platform would champion athletes and serve the future of the sport. 

“Today, Nike launches .SWOOSH. The new digital community and experience is a home for Nike virtual creations and uses blockchain-powered technology — or what many call “web3” — to offer an inclusive, equitable place for athletes, creators, collectors and consumers to design and own the future of sport.”

Nike wrote in its unveiling note.

According to Nike, SWOOSH is “a safe, trusted space” as it has its own domain, Also, registration to join SWOOSH is currently in beta and will commence this month.


As reported by Nike’s newsroom, SWOOSH will allow Nike Members to “learn about and collect virtual creations.” These are typically interactive digital objects featuring virtual shoes or jerseys. Interestingly, Nike community members will be able to wear their new SWOOSH-acquired digital collections in digital games and immersive experiences. 

Nike’s SWOOSH offers more intriguing features; in some instances, community members can unlock access to physical products or events like intimate conversations with athletes or designers via Nike’s new platform. The leading sports company believes its new approach will meet consumers wherever they play and shop for sports.

Speaking on the new release, Ron Faris, General manager of Nike Virtual Studios, has opined that SWOOSH offers a gateway into a new digital arena.

“We are shaping a marketplace of the future with an accessible platform for the web3-curious. In this new space, the .SWOOSH community and Nike can create, share, and benefit together.”

Faris says.

The bigger picture

With the new initiative, Nike aims to “expand the definition of sport — and serve its future — by democratizing the web3 experience so that everyone can collect, create and own a piece of this new digital world”.

Revealing its new digital platform plans, Nike has stated that the rest of this year will be dedicated to growing the platform “by inviting in a community that is as diverse and equitable as possible.” Furthermore, Nike will prioritize local communities that it supports across its diversity, equity, and inclusion initiatives, starting with the United States and select European countries. The firm will also be “skill-building” with them to prepare the for active participation.

“In 2023, Nike will debut its first digital collection, shaped by the platform’s community. Shortly after the first digital collection drops, members can enter a community challenge to win the opportunity to co-create virtual products with Nike. Those winners can earn a royalty on the virtual product they help co-create”.

Nike wrote.