KEY POINTS
Nike’s Web3 project, .Swoosh, recently wrapped up a new campaign aimed at its non-fungible token (NFT) community, merging a gamified experience with the release of the Air Force 1 Low “404” sneakers.
Introduced on April 8, the Air Force 1 Low “404” features an all-blue hue, tipping its hat to internet culture. The shoes also bear the inscription “404 Error, the requested upper was not found. Try again,” accompanied by a small Nike logo. Released on April 23 exclusively to .Swoosh members via Nike’s SNKRS website, these sneakers were priced at $150.
The campaign also marked the launch of a remixed version of the “404” model, dubbed “404 Error,” featuring a violet-blue blend. Accompanying this release was a gamified experience called Glitch Galaxy, reminiscent of old-school internet minigames. The first four thousand participants to complete the game earned exclusive access to the Air Force 1 Low “404 Error” on April 30, priced at $175.
This initiative aligns with .Swoosh’s previous release. In March, it unveiled the “Are You a Bot?” hoodie and t-shirt, retailing at $125 and $55 respectively, exclusively for its members, once again paying tribute to early internet culture.
This homage underscores Nike’s embrace of technology and emerging trends. Nike unveiled .Swoosh back in 2022, presenting it as a metaverse lab intended to host the brand’s virtual fashion creations, foster community, and amplify voices of designers from all corners of the world.
In January 2023, Nike launched the first .Swoosh contest for aspiring designers, offering cash prizes and the chance to see their designs transformed into virtual creations. In April of the same year, the inaugural .Swoosh airdrop released a collection of 106,453 Our Force 1 Posters.
Building on this momentum, October 2023 saw .Swoosh unveil “TINAJ,” an Air Force 1 Low model exclusive to NFT holders.
Looking ahead to 2024, Nike’s .Swoosh announced plans to introduce in-game virtual wearables, physical apparel, footwear, and an “off-ramp” option for holders.
Beyond .Swoosh, Nike has been an early player in the Web3 space with multiple initiatives. Its journey started in 2021 with the acquisition of RTFKT, a digital studio specializing in NFT sneakers and collectibles. This move resulted in the release of NFT sneakers and apparel, including the Nike Dunk sneakers, AR Genesis Hoodie NFT, and the Dunk Ghost and Void edition sneakers.
