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Unbox the Unexpected: Nike’s “Our Force 1 Series”

Our Force 1
By Eleni Murru
Eleni Murru

3 Min

May 17, 2023

Nike is making waves in the digital world by launching its first digital sneaker collection: the Our Force 1 (OF1) Series. These aren’t your traditional shoes! They are virtual creations that exist solely in the digital realm. Nike’s foray into the world of non-fungible tokens (NFTs) is an exciting development that showcases the potential benefits for brands and companies in embracing this technology.

Virtual Creations and Immersive Experience

With the release of the OF1 series, Nike is tapping into the growing popularity of digital collectibles and leveraging the power of blockchain technology. The first access sale was on the 15th of May for 24 hours on Nike’s blockchain-based platform .SWOOSH. Today started the general access sales, for all .SWOOSH members, while supplies last.

Users are presented with a choice between two exciting options: the “Classic Remix” or the “New Wave” box. Those who go with the Classic Remix box will be treated to a deep dive into Nike’s extensive collection of iconic Air Force 1 sneakers released between 1982 and 2006. On the other hand, if a touch of futuristic style is more appealing, the New Wave box allows users to select a cutting-edge AF1 design introduced from 2007 onwards.

But the real twist is that each box comes with a surprise: a 3D file of virtual shoes. Users can take that file and explore it in different compatible platforms, immersing themselves in various virtual environments. The thrill of not knowing what you’ll get adds an element of anticipation and excitement for collectors.

Our Force 1: a Unique CX

By embracing NFTs, Nike targets a new and tech-savvy audience and creates a unique and immersive experience for its customers. The digital nature of these collectibles allows for endless possibilities.

Nike’s decision to launch this digital collection also opens up new opportunities for the brand. According to Ron Faris, General Manager of Nike Virtual Studios: “The OF1 collection shows how Nike will continue to innovate at the intersection of play and culture for the future of sports”, he also said:

“We are exploring new ways to tell stories and create relationships while removing the barriers and limitations of physical products in an effort to make .SWOOSH the marketplace of the future”.

Besides, the limited availability of Our Force 1 Series adds a sense of exclusivity and rarity, driving up their desirability. Early access to the collection is offered to select individuals who have minted their IDs on the Swoosh platform, enhancing the appeal for passionate Nike fans. In a nutshell, Nike’s NFTs collectibles showcase their fearless innovation and embrace of emerging technologies.

NFTs as a Strategic Move

Zooming out a bit, launching NFT collectibles is a strategic move for all brands and companies. It’s a way to tap into the booming market of digital assets and connect with more targeted consumers. NFTs offer a unique opportunity to monetize digital content and create new revenue streams. And let’s not forget about the transparency, authenticity, and provenance the underlying blockchain technology ensures. This builds trust with consumers and bolsters brand reputation.

As more brands and companies explore the potential of NFTs, we can expect to see further advancements in the digital collectibles space, blurring the boundaries between the physical and digital worlds.