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FIFA and Madden Maker EA Sports will add Nike NFT to games

Web3 powerhouse and sportswear giant Nike announced a collaboration with video game maker EA Sports on Thursday, with what appear to be planned digital collectibles of Nike-branded gear via the .Swoosh platform that will integrate in future EA games.

While the word “NFT” hasn’t been mentioned so far, .Swoosh is Nike’s Web3 platform that was announced last year and is currently in closed beta. It is based on Polygon, a scalable Ethereum network, and currently only offers NFT collectibles in the form of digital sneakers and membership cards.

in an ad mail, Nike said it is working with the sports video game publisher to “make certain .Swoosh virtual creations available” in upcoming EA Sports games. The two sports brands will “build new immersive experiences” with an emphasis on personalization, according to the publication.

The above teaser video shows off Nike-branded football and soccer gear, along with an image of a collectible .Swoosh NFT displaying a football helmet.

According to the .Swoosh website, Nike “[refers] to tokens as virtual Nike creations, including digital shoes, apparel, accessories, and other collectibles that you can use in games or redeem for access to exclusive merchandise, events, and more.”

“Nike and EA Sports share a commitment to innovation, creativity and excellence, and we are delighted to partner with them,” said Ron Faris, CEO of Nike Virtual Studios, in a statement. “This partnership will allow us to unlock amazing new experiences for our .Swoosh community and the huge EA Sports fan base.”

A .Swoosh EA Sports NFT collectible teased. Image: Nike.

Andrea Hopelain, SVP of Brand at EA Sports & Racing, added that the publisher aims to “bring creativity and self-expression to the forefront for fans as they connect, compete and share their love of the sport.”

Little else has been publicly revealed about the collaboration so far, but Nike said more information about its work with EA Sports will be shared “in the coming months.”

EA Sports is a division of game publisher Electronic Arts, home to game franchises like Apex Legends, The Sims, and Battlefield. EA Sports has released sports games under the Madden NFL, FIFA, NHL, and NASCAR brands since its inception in 1991.

Despite being closed to the general public, .SWOOSH launched its first NFT collection on its platform last month, selling more 92,000 NFTs. He our strength 1 the launch started with an NFT airdrop and then sold out digital shoe boxes that “opens” to the digital sneakers.

Nike has seen immense financial success with its NFT releases thus far, earning more than $186 million in total revenue since December 2021 according to a panel from Dune Analytics.

Most of that revenue comes from RTFKT, the acquired Web3 startup that created CloneX NFT with artist Takashi Murakami, as well as NFT-based Nike CryptoKicks and exclusive physical sneakers that can only be purchased through redeemable NFTs. NBA legend LeBron James was recently seen wearing a pair before a playoff game.

Nike and EA Sports did not immediately respond to decipherrequest for comments.