.SWOOSH is the home for all of Nike’s virtual creations. Nike virtual creations are typically interactive digital objects (think virtual shoes or jerseys) that can be worn as wearables in video games or other immersive experiences (we’ll be announcing which ones soon).

.SWOOSH starts as a place where you can collect your favorite virtual shoes, jerseys, or accessories. But as it evolves over time, it will become a home for our entire community to buy, trade, and co-create virtual products. That’s right. In this world, some of you will get the chance to learn how to build virtual creations that can be worn in video games and experiences. And, for the select few creators who win our community challenges, you can earn a royalty from the virtual products you co-create with us.

In this new game, we hope to make this ever-evolving digital world as accessible as possible for the holistic Nike community — so that no matter where you’re from, you can tap into .SWOOSH to learn, build, and create. The only way we can level the playing field in this new game is together — because here’s the thing: the race to the future doesn’t have a front-runner; it’s a shared experience.

Sport transcends beyond the courts, beyond the field. New digital technologies powered by the blockchain — what many have dubbed “web3” — are breaking barriers so that players and fans from all walks of life have the opportunity to tap into their creative potential. This technology is allowing creators to express their ideas like never before, shape culture, and create new opportunities for themselves.

Our Nike community hails from all walks of life, from all geographical shapes and sizes — from the South Bronx to North London. They are athletes, creators, stylists, collectors and gamers. We’re at the dawn of a new era, where we’re building on-ramps into this new digital world. And we want to build a future where everyone can win.

So how do we do it? Like any new sport, it takes time to master it. And figuring out the speed to move is a constant balance between the drive to win and the drive to get better. For that reason, we’re starting slow. Not everything we plan to launch will happen at once.

That all starts with introducing who we are and where we hope to go. This is Day 1 of a series of blog entries that will unpack our vision, mission, and actions. Our community will be the focus as we establish this new space by building trust through education and safety.

Starting in the New Year, you’ll be able to buy and trade. But first, we learn. There’s a process we’re still refining, and we can’t do it without you. Accelerating a culture of innovation takes time and teamwork. After you set up your account, we’ll start by hosting community challenges to shape our first collection while hosting events to share more about this new world.

Modesty, vulnerability, and transparency will be our community approach. We’ll give you a glimpse of the future we’re imagining. Ideas, prototypes, and bespoke creations that can manifest only in the digital world will one day become virtual shoes for your favorite video game character or even a physical preorder.

We’re committed to being the most inclusive and accessible digital brand on the planet where there is no finish line. Run with us towards a future where we can all win. This is the new game.