We are entering a new digital age. Artificial intelligence, virtual reality and the Metaverse are rising in popularity by the day. With change comes adaptation. When E-commerce became the norm to sell and buy products, companies had to adapt in the blink of an eye to avoid falling behind their competitors. And now, it’s happening again. Notably, Facebook has had the biggest involvement in the Metaverse with other major companies such as Gucci and Google having invested in the new-age reality. And now Nike has began to unveil new ways of designing and purchasing their products.

Nike has always been at the forefront of the sportswear industry, including technology. The company’s first involvement in the Metaverse came in late 2021 within “Roblox” called Nikeland. Users on Roblox that entered Nikeland had the opportunity to engage in promotions and take part in unique experiences developed by Nike. Since its launch, Nike says that roughly 10 million users and counting have visited Nikeland. Celebrities and athletes such as LeBron James have made “appearances” in this digital world and users have the opportunity to buy exclusive products for their characters.

Virtual reality isn’t the only way Nike has expanded its horizons, though. Its New York flagship store has gone full-experiential. With a basketball half-court, a mini soccer pitch, a shoe customization bar and a multitude of treadmills, the company has taken sportswear to an even bigger level. Not only can customers try on products, but they have the ability to experience them in real-world scenarios within the 55,000 square-foot store. Nike’s President of Global Direct to Consumer, Heidi O’Neill, said, “With Nike Soho we can realize the promise of personalized performance. Powered by immersive digital trials and in-store experts, this store is about elevating every athlete’s potential.” Personalized experiential shopping has allowed customers to get a better feel for what they are purchasing and find the perfect product for their needs.

Within the store, the treadmills are surrounded by big screens and cameras to simulate a run in New York City and record results to find the perfect running shoe. The basketball court is equipped with cameras and body sensors to display movement on the screens in front of the court. Customers can then access their results and footage through the Nike app and other Nike accounts to get a better understanding of which shoes worked best.

Fully immersive and experiential shopping has proven to improve the customer experience when buying new products. While E-commerce has continued to be used more frequently, companies can greatly benefit by developing stores such as Nike Soho around the world. Nike has already opened experiential pop-up shops and announced they plan to open full-time stores in LA, Chicago and other major cities. “It’s more than a store–it’s a personal sport experience,” O’Neill says. An experience like this will only improve the customer-brand relationship.