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Mar 15, 2023

Nike brings .Swoosh NFT fashion items to EA Sports video games

Nike Nike Virtual Studios and Electronic Arts (EA) are working to bring

Nike

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 sporting popular culture.

Sportswear giant Nike launched .Swoosh in November 2022, allowing people and brands to create non-fungible token (NFT) virtual creations such as shoes and jerseys that can be used across multiple digital environments and convey certain benefits such as physical products or exclusive events.

The partnership with EA Sports opens the door for these items to be used in the EA Sports FC, Madden National Football League (NFL) and National Hockey League (NHL) series among others.

"All of us at EA Sports are focused on leading the next evolution in sports fandom, and this new collaboration with our longtime partners at Nike sits directly at the intersection of innovation, sport, and culture," said Andrea Hopelain, senior vice president of brand for EA Sports and racing.

"Working with .Swoosh, we’ll bring creativity and self-expression to the forefront for fans as they connect, compete, and share their love for sport."

Much of the utility of digital fashion items resides in the idea of interoperability. If a virtual jersey or sneaker can only be used in a select few digital environments then what's the point of owning an NFT?

The ability to use .Swoosh items in the EA Sports ecosystem immediately offers benefits to owners keen to show off their wares in an online gaming setting.

EA Sports’ Ultimate Team already sees players participate in timed challenges to acquire exclusive gear – indicative of the demand for ‘status’ items by players who already covet kits, tifos, and other in-game items.

Looking further ahead, the ability to win potentially valuable NFTs in-game would also help EA Sports engage fans and encourage them to spend more in the money-spinning world of Ultimate Team, which already generates billions for the company.

However, EA's interest in NFTs is unlikely to extend to Ultimate Team cards that can only be traded using in-game currency and do not transfer between different entries in the series. This means players must start from scratch each year and EA retains control of the in-game economy.

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