NIKELAND
Branded Experience on Roblox.
Client
Nike
Year
2022-2024
My Role
Project Manager
01. About Nikeland
NIKELAND is Nike’s immersive virtual world on Roblox, built for fans to connect, play, create, and redefine what sport can be. Designed with the next generation in mind, NIKELAND invites kids to shape the future of sport alongside Nike in a space where creativity and competition go hand in hand.
Inspired by Nike’s real-world headquarters, the virtual arenas and buildings offer a familiar yet fantastical playground where players can test their skills in a wide range of mini-games, from tag, dodgeball, and “the floor is lava” to football, sprinting, skating, basketball, dancing, and more.
With the built-in NIKELAND Toolkit, players can go beyond playing, they can become game designers themselves, using interactive sports materials to build and share their own custom mini-games. It’s a space where self-expression, movement, and community come together in a truly boundary-breaking way.
02. Scope of Project
Led the launch and ongoing development of NIKELAND, Nike’s first ever experience in the metaverse, built on Roblox. Managed the full lifecycle of this $2.5M+ global initiative over two years, from initial concept through live operations, delivering 18+ major updates and campaigns that expanded Nike’s digital presence.
Directed cross-functional teams to execute high-impact moments, including partnerships with LeBron James, Giannis Antetokounmpo, Virgil van Dijk, and activations tied to the 2022 FIFA World Cup. These drove sustained engagement and introduced Nike to new audiences on an emerging interactive platform.
Oversaw the release of branded User-Generated Content (UGC), virtual gear like sneakers, apparel, and kits, boosting global reach and brand immersion. Delivered nine major updates in the first year alone, ensuring consistent traffic, retention, and platform relevance.
03. Responsibilities & Leadership
End-to-end Project Ownership
Lead the full lifecycle of Nike’s branded gaming experiences on Roblox, from initial concept through launch and live operations, ensuring alignment with both gameplay goals and brand strategy.
Milestone & Release Planning
Defined production milestones, tracked deliverables, and managed go-live dates, often working within fixed timelines driven by marketing campaigns, product drops, or global events.
Client & Brand Partner Management
Acted as the primary liaison between The Gang teams and Nike and their partners, managing expectations and ensuring brand integrity across all touchpoints.
Budget & Resource Planning
Forecasted and managed project budgets, ensuring that resources are allocated efficiently across departments and deliverables.
Cross-Functional Team Leadership
Coordinated efforts across design, development, art, QA, marketing, and brand teams to deliver cohesive and engaging branded experiences.
Stakeholder Communication & Reporting
Delivered regular status updates and performance insights to internal leadership and external brand partners, highlighting progress, KPIs, and impact.
IP & Brand Sensitivity Oversight
Ensured that all in-game content, features, and visuals align with brand guidelines and preserve the integrity of partner IPs.
Campaign & LiveOps Management
Aligned in-game activations with cross-channel campaigns,ensuring seamless cross-channel experiences; led agile workflows and live content updates.
04. Creative Execution &
Brand Sensitivity
To help Nike authentically connect with Gen Z and Gen Alpha on Roblox, we focused on creating experiences that blended brand integrity with youth-driven creativity.
For Airtopia (March 2022), we collaborated with young creators to concept and playtest the experience, ensuring the final product reflected both Nike’s vision and the creators’ imagination. This "by-kids-for-kids" approach fostered authentic engagement and a strong sense of community.
During the 2022 World Cup, we launched Nike Cup Clash—a competitive football experience featuring Nike’s World Cup kits, exclusive merch, new characters, and an appearance by Virgil van Dijk. The update blended real-world culture with Roblox-native gameplay to boost engagement through sport and style.
Across all campaigns, I ensured brand consistency, led cross-functional collaboration, and helped deliver immersive, high-quality storytelling that stayed true to Nike’s global identity.
05. Results & Outcomes
Timely delivery was critical to the success of the experience. Thanks to consistent communication, detailed planning, and a structured production process, we successfully delivered every campaign and update on schedule.
This project not only showcased Nike’s ability to lead in digital innovation but also demonstrated how a well-executed metaverse strategy, supported by deep collaboration, can drive lasting brand engagement at scale.
Unique Users
11.9M
Year 1
Average Session Time
11min
Year 1
Hours of Engagement
2.2M
Year 1
Nike World Cup Jerseys claimed
1M
Year 1
Peak Concurrent Users
9.5k
Year 1
Hours of Brand Exposure
140M
In other experiences
Total Sessions
34.9M
Year 1
UGC’s redeemed
10M
Year 1