This is how Phil Knight summarized the first 50 years of Nike. And as we look ahead to the future, the passion and commitment to empowering athletes is still at the forefront of everything we do. Except in this future, a new generation of athletes are expanding and redefining our vision. Sport is evolving; it’s as much about sharing the messy journey as it is about perfecting your game to reach your ultimate potential. It’s about tapping into your drive to create possibilities for yourself and those around you.
The rules and players are shifting in real time. But much like Phil Knight 50 years ago, we see it as an opportunity. An opportunity to try new things, get better and build a team that will win the next 50 years.
READY TO PLAY?
WELCOME TO .SWOOSH
THE GAME
.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 collect and flex their virtual products
THE GROUND RULES
In this new game, we hope to make this ever-evolving digital world as accessible as possible for the holistic Nike community. 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.
THE PLAYERS
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.
GAME ON
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.
BETTER WITH TIME
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.
BUT THIS IS DAY ONE
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.
WE ARE .SWOOSH. LET’S PLAY.
