US ­– .Swoosh (pronounced Dot Swoosh) is Nike’s latest venture into Web3, an in-house platform dedicated to fostering ties among the brand’s digital community regardless of whether they are Web3 die-hards or NFT-curious Nike enthusiasts.

The blockchain-powered platform is designed to be an immersive Nike experience and a place of gathering for a ‘diverse and equitable community’ of athletes, creators, collectors and consumers. On Dot Swoosh, Nike members will be able to learn more about collections, collect digital assets, with Nike planning to eventually have the community co-create virtual pieces, such as shoes or jerseys.

Along the line, the brand hopes to introduce its first digital collection designed entirely by the platform’s community in 2023, further amplifying its community’s voice and inviting them to co-create Nike’s future. In addition, members involved in the design of the virtual product line will be guaranteed royalties on sales. Other community benefits include unlocking access to exclusive physical products and attending events with athletes or designers.

With the rise of Coterie Consumerism, co-creation opportunities and community platforms are a growing opportunity, especially for brands like Nike with large fandoms and engaged consumers.

US – New research shows that young people are heavily invested in digital fashion: in the US, two in five members of Gen Z now say they care more about how they express themselves through style in the digital world than in the real world.

The 2022 Metaverse Fashion Trends report has been released by Roblox and Parsons School of Design alongside the launch of a digital fashion academic curriculum. Delving into the relationship between style, digital style and identity, the study revealed that 70% of Gen Z take real-life fashion inspiration from dressing their avatars.

‘This data further underscores why the next generation of designers and brands will become deeply immersed in digital fashion – designing digital collections and dressing avatars,’ adds Christina Wootton, vice-president of global partnerships at Roblox.

The report also stresses the importance of diverse customisation options for avatars, both in terms of inclusive representation and rich personalisation options. Almost three-quarters of 18–24-year-olds are willing to spend money on digital fashion, with more than one in four having invested £17–84 ($20–100, €19–97) on a single item – underpinning the vast potential for growth of the avatar apparel market as young people acquire greater spending power.