Nike brings .Swoosh NFT fashion items to EA Sports video games
- .The Swoosh Marketplace opened in late 2022
- EA Sports Ultimate Team is already generating billions for the company
Nike Virtual Studios and Electronic Arts (EA) are working to bring ‘.Swoosh’ digital collectibles to EA Sports video games through a partnership that brings together two of the most influential players in popular culture.
Sportswear giant Nike launched the .Swoosh in November 2022, which allows people and brands to create non-fungible token (NFT) virtual creations like shoes and jerseys that can be worn across multiple digital environments and convey certain benefits like physical products or exclusive events .
The collaboration with EA Sports opens the door for these items to be used in EA Sports FC, Madden National Football League (NFL) and National Hockey League (NHL), among others.
“All of us at EA Sports are focused on leading the next evolution in sports fandom, and this new collaboration with our long-time partners at Nike is directly at the intersection of innovation, sport and culture,” said Andrea Hopelain, senior vice president of brand for EA Sports and racing.
“By working with the .Swoosh, we want to bring creativity and self-expression to the fore for fans as they connect, compete and share their love of sports.”
SportsPro says…
Much of the utility of digital fashion lies in the idea of interoperability. If a virtual jersey or sneaker can only be worn in a select few digital environments, then what’s the point of owning an NFT?
The ability to use .Swoosh elements in the EA Sports ecosystem immediately benefits owners interested in showcasing their wares in an online gaming setting.
EA Sports’ Ultimate Team is already seeing players take part in timed challenges to acquire exclusive gear – indicating demand for ‘status’ items from players already coveting kits, tifos and other in-game items.
Looking further ahead, the ability to win potentially valuable in-game NFTs will also help EA Sports engage fans and encourage them to spend more in the money-spinning world of Ultimate Team, which is already generating billions for the company.
However, EA’s interest in NFTs is unlikely to extend to Ultimate Team cards that can only be traded with in-game currency and are not transferable between different entries in the series. This means players have to start from scratch every year and EA retains control of the in-game economy.
