As the metaverse expands, the digitalization of clothing and sneakers continues to grow along with it. Fortnite has positioned themselves at the center of this metaverse, grabbing iconic athletes, video game characters, and now sneakers into their game. As such, Jordan Brand has yet again jumped into the free-to-play shooter to celebrate the release of the Air Jordan 11 “Cool Grey,” which will be included in new outfits and in-game add-ons.
In-game additions include several new outfits, including a Swoosh outfit with Dunk and Crossover variants. Additionally, a new Dunk emote will appear along with “Cool Grey” themed accessories.
The Jumpman’s inclusion in Fortnite is just one of the many moments that sneakers have been included in the Metaverse, most recently following Nike’s expansion into Roblox. All in all, digital collaborations in sneakers has become one of the tried-and-tested methods for brands to grow in both brand awareness, brand loyalty, and consumer engagement.