Between gaming and the rise of the metaverse, the alpha generation will likely be the most online generation ever. And, to celebrate Air Max Day, Nike created a special activation in the digital universe with skater Rayssa Leal inside NIKELANDthe brand’s own virtual space for social interaction in partnership with the game Roblox.
Rayssa and other kids were invited to co-create and answer the question: what’s inside the Nike Air Max bubble? Called AIRTOPIA, this new magical world. It’s a space where players can explore the magic of Air, play games, take on stages and co-create with each other inside tennis’ famous air capsule.
In Airtopia, Rayssa’s skateboard turns into a cloud board, created by the athlete. With the new object, the skater can even fly inside the game world. The Fairy avatar in Roblox will give players a short tutorial on how to ride the cloud board. It’s a world made by children for children.
Rayssa Leal talked about what it was like to participate in the project:
“I never thought I could become a character in a game, let alone Roblox that even my little brother Arthur plays! I hope the kids enjoy it and have as much fun as I had participating and creating this magical world in NIKELAND.”
Check out the promotional video made by Nike below to promote the action:
AIRTOPIA and the Rayssa avatar will be available in NIKELAND on Roblox starting March 26th.
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