As the sneaker boom recedes, brands like Nike and Adidas are targeting younger audiences by meeting them where they are — in the virtual world of ‘Fortnite.’
In March, when Jordan Brand released the Air Jordan 4 “Brick by Brick,” a collaboration with the BMX athlete Nigel Sylvester, they sold out almost instantly, quickly doubled in value on the resale market and were championed by collectors as an early contender for sneaker of the year.
But for some sneaker fans, the real fun began two months later, when the “Brick by Brick” became available in Fortnite — as a fully digital replica that could be purchased for 1,000 “V-Bucks,” the game’s virtual currency, or about $8.99.
Fortnite, the online multiplayer shooter by Epic Games, introduced Kicks, a vertical within its popular in-game marketplace dedicated to footwear, in November. Alongside a handful of quirky proprietary designs, the virtual shop sells shoes by Nike, Jordan Brand, Adidas and Crocs, which can be worn by player avatars and shown off during matches.
For gamers — especially kids — these digital sneakers represent a form of creative self-expression.
“The younger generation sees what happens on the internet as no less important than the offline world,” Funs Jacobs, a technology and culture strategist, said. “To older generations, it sounds insane, but it’s a bit of an identity thing.”
They’re also a big business. Fortnite, a free-to-play game, has more than 500 million registered users and an average of over two million active players every day. Its $5 billion in annual revenue comes almost entirely from the sale of virtual goods. Though Epic would not provide exact sales figures, a representative from the company said players had selected and applied Kicks to their avatars nearly seven billion times since November.