Metaverse brands may well be one of the most critical economic subjects in the modern world. The metaverse is a growing marketplace of the future. And companies already leveraging their brands within the metaverse are poised for an incredible amount of growth. As you look over the following examples, you’ll see how companies leverage new technology to achieve novel innovations.
- What is the Metaverse?
- How Significant Can the Metaverse be for Brands?
- Top 12 Metaverse Brands Selling Digital Products
- Metaverse Brands and Facebook
What is the Metaverse?
Of course, you’ll need to understand the metaverse to understand metaverse brands. The metaverse can be seen as a merger or collaboration between an online virtual world and the offline analog one. This can manifest as a virtual world that you step into by donning VR goggles. But the metaverse can also take the form of an overlay which results in online elements entering into the offline world. The most advanced form of this union is called augmented reality and is typically used through intelligent glasses or smartphone apps. In fact, you can also access the metaverse on computers and game consoles.
But no matter what form the metaverse takes, it’s always a limitless virtual space. This open world is filled with new places, people, and, as you’ll soon see – even marketplaces. The metaverse has ways to make money and spend it. And the possibilities are constantly growing.
You can discover more about the foundational elements of the metaverse by reading “Metaverse Guide: Understanding These Basics Will Open Up a Whole New World“. But what about the companies currently doing business in the metaverse? You’ll soon see that some metaverse brands are reinventing how people look at the world.
How Significant Can the Metaverse be for Brands?
Why are existing companies so interested in becoming metaverse brands? One of the most significant reasons is that the metaverse can essentially act as a replica of the real world. Goods from offline stores can be replicated for users anywhere in the world. This instantly removes geographic boundaries for potential sales.
Customers have the option to try out digital items and see them within a fully 3D world. And the social element of the metaverse means that friends can come along to give their impression of a new look. Some companies benefit by tying their online and offline market together. Other companies can benefit by creating a whole new type of store. These are digitally exclusive offerings. And all of this can be tied together with digital wallets within the metaverse that make it easy to buy and sell goods. It’s easy to see metaverse’s commercial appeal.
Top 12 Metaverse Brands Selling Digital Products
Even though the concept of the metaverse and digital items is new, multiple consumer brands have already entered the virtual worlds to sell their products in the form of functional and diverse digital items. Check out the list of twelve popular consumer metaverse brands.
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Nike is a well-known sports and fitness brand that focuses on fun and competition and one of the most wide-reaching metaverse consumer brands. One of Nike’s most significant metaverse projects is located within the Roblox system.
Nikeland was created to help integrate sports and play into a lifestyle. It has parks, courts, obstacle courses, and running tracks. All of this has been carefully constructed as a metaverse brand to show people what Nike is all about. On top of this, players can purchase digitalized Nike products, ranging from clothes to shoes, and connect with the brand even more. Nike’s created multiple methods which allow people experience their ethos through the metaverse.
Video: NIKELAND on Roblox – Where Sport Has No Rules
Zara is a Spanish apparel brand whose entry into the digital fashion market is a collaborative project with South Korean fashion collective Ader Error and South Korean app Zepeto. The project seeks to identify the new generation based on the singularity of individuals by creating virtual clothing and make-up available to the customizable avatars on the app. This essentially means the company takes an innovative and high-tech approach to fashion.
Zara’s take on metaverse consumer brands highlights one of the important parts of Web 3.0. Zara ensures that people can transition their shopping experience between the real and digital worlds. For example, their clothing range extends to both physical and digital goods with distinctive black, yellow, bright orange, and navy blue palettes. Even alter egos of renowned models, such as Mica Argañaraz, can be found in the metaverse thanks to Zara.
Video: ADERERROR x ZARA ‘Be Generation AZ’
Gucci is one of the world’s most famous fashion brands. Meanwhile, Roblox is one of the most popular metaverse games and platforms. It’s no wonder that a collaboration between the two created something unique. That’s exactly what happened when Gucci created a virtual garden exhibition within Roblox. The event was part of Gucci’s 100th birthday celebration.
The exhibition highlights how the metaverse can recreate the shopping experience. The fact that Gucci’s digital offerings could only be purchased for a limited time gave users an understanding of scarcity. They were buying something unique which also had equally exceptional value. Some of these items were later resold by users for far more than the real-world version’s value.
Image attribution: Gucci
Stella Artois is part of AB InBev, the world’s largest beer brewery. The brand is also a well-known sponsor of some of the most famous racing tracks. But Stella Artois recently decided to add something new to their relationship with racing. They became one of the first sports sponsorships in the metaverse by working with Virtually Human Studio, which created a truly unique digital racing platform called Zed Run.
During the Zed Run metaverse events, spectators don’t just watch 3D horses race. People can actively breed and purchase horses to be used within the races. Stella Artois also jumped into the action by offering their own unique breeds, horse skins and is even working on a branded 3D racetrack. Visitors will be able to enjoy a complete experience at the races in the “Racing in the Life Artois”.
Image attribution: Stella Artois
Adidas is best known for athletic gear. Their claim to fame as one of the most crucial metaverse brands comes from something known as Non-fungible tokens (NFT). When people think of an NFT, it’s usually related to online images. However, it’s essential to keep in mind that metaverse models also use digital artwork. As such, metaverse items can also be NFTs. Adidas uses that technique to sell wearables in both the physical world and metaverse.
Adidas Originals created an NFT campaign, “Into the Metaverse”, in which the famous sports brand partnered with three of the most renowned NFT brands – Bored Ape Yacht Club, PUNKS Comic and gmoney. The collaborative project launched in December 2021, when a limited amount of 30,000 NFTs were sold. The exclusive wearable digital items can be used on various blockchain-based gaming platforms.
Image attribution: Adidas: Into the Metaverse
Atari was one of the first companies to bring video games into the home. Thanks to a partnership with The Fabricant and Enjin, Atari is helping to create an entire line of haute couture fashion that sits entirely within the digital realm. Part of their appeal stems from the fact that they’re one-of-a-kind works of digital art that do not have a version in the physical world. These items all highlight a union of high fashion and interactivity.
Atari’s work with The Fabricant is powered by Enjin technology. As such, these goods are compatible with all of the Enjin platforms. This means that Atari’s goods can also be stored in Enjin Wallet’s digital backpack.
Image attribution: Enjin x Atari x The Fabricant
Burberry is a high fashion brand well known for its high-quality collections. But the company recently stepped into a whole new realm of fashion after collaborating with the game designers responsible for Honor of Kings. The collaboration brought some of Burberry’s fashion into the game. The most notable item is an entire outfit consisting of a trench coat, boots, crop top, and shorts.
The company also offers a vest with crystal embroidery, trousers with a bib-front, a blue trench coat, and wader boots. One of the unique twists is that the complete outfits and individual selections are available both online and offline. This highlights the type of convergence that has made metaverse brands so intriguing.
Video: Honor of Kings co-creation with Burberry by Riccardo Tisci 3
Forever 21 was first opened in 1984, and now the chain is opening up new locations – in the metaverse. It is now one of the metaverse consumer brands selling merchandise in Roblox. But Forever 21 has a unique spin on the idea. Instead of running a single store, they’re letting users create their own. Users can create a Forever 21 store, place them where they want, design the interior and even hire non-player character employees.
Forever 21 also creates a high parity between the metaverse brand’s offerings and real-world items. When the brand releases a new collection in the real world, it’ll be readily available in their Roblox locations. Additionally, Forever 21 creates themed districts that make it easy to share avatar pictures.
Video: Forever 21 Shop City
Vans is often considered one of the first and most influential action sports brands. And today they’re also one of the most important metaverse brands. Vans made the leap with the launch of “Vans World”: an interactive experience, created within the Roblox framework.
Vans World gives users a chance to try out the brand’s offerings in a similar way to what they’d experience in the real world. For example, Van’s shoes are particularly loved by skateboarders. And Vans World has a complete skate shop and locations to practice kickflips, ollies, and any other trick. It gives users more than just a chance to see how individual items might look on them. Users also get to experience the entire, active lifestyle that’s typically associated with Vans.
Video: Vans World, an “Off The Wall” Roblox Experience
Ralph Lauren is synonymous with American fashion. As such, the news that they were expanding into the digital world was big news among the metaverse brands. Ralph Lauren’s metaverse offerings are designed exclusively on the Roblox platform and come with themed events. For example, the Ralph Lauren Winter Escape experience lets users enjoy winter-themed activities. This included toasting marshmallows, drinking coffee and ice skating in a wintery wonderland. Meanwhile, users can browse the Ralph Lauren Digital Collection for a chance to enjoy some vintage fashion based on trends from the 1990s. Avatars can be decked out in various sportswear from the archives of the Ralph Lauren fashion brand.
Video: Introducing Ralph Lauren: The Winter Escape
Metaverse brands typically embrace user-created content, but Tommy Hilfiger, in particular, is notable for genuinely celebrating the role of people making use of their products. Tommy Hilfiger has teamed up with user-generated content (UGC) to offer a “Tommy x Roblox Creators” collection. The collection consists of 30 digital fashion items inspired by the essential brand looks, which can be used within the Roblox platform. Tommy Hilfiger himself has been notably vocal about the collaboration. He’s brought up how this partnership empowers users to create their own unique and creative twists on the official brand’s style. This collaborative experience can gain more attention from the younger generation of the established fashion brand.
Video: Introducing: Tommy X Roblox Creators
Balenciaga is one of the most well-known French luxury houses. Their offerings often evoke an almost otherworldly aesthetic. As such, it might not be a surprise to find that they’re one of the metaverse brands partnering with the gaming giant Fortnite. The partnership includes decking some of the Fortnite characters out in Balenciaga’s iconic looks. These “fit sets” include a Balenciaga x Fortnite hoodie, as well as cat-eye sunglasses and boots.
Users can also buy pieces from a virtual Balenciaga store, established within Fortnite. They have a lot of freedom to mix and match their fashion choices. The company has also developed a mix of user-generated content and standard billboard images, which cycle to provide a “living lookbook”.
Video: Balenciaga Brings Digital Fashion to Fortnite
Metaverse Brands and Facebook
One company among the metaverse brands deserves some extra attention. Facebook recently rebranded as Meta. Along with the rebranding came an official focus on the metaverse. Facebook is arguably one of the most prominent players in metaverse development. Facebook CEO Mark Zuckerberg explains that the metaverse continues the company’s desire to use technology to connect people. Facebook metaverse is taking shape with hardware like their Oculus. But the company is also working on software implementations of the metaverse like Horizon Home and Worlds. You can learn the full story in “Facebook Metaverse; Explained, Examples, Devices, Vision & Critics“.
These examples highlight how dynamic the metaverse’s economy can be. Metaverse consumer brands bring multiple worlds together for users. People aren’t just trying out new fashions. They’re also engaging with the activities associated with those brands to experience them fully.
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Amazing to see NFTs being implemented by brands in the metaverse!