Nike reached out to me for the initial creative direction of their experience on the Roblox platform. I designed multiple creative approaches including several environments, thematic frameworks, styles of gamification and strategies for cross platform amplification. The end result was Nikeland on Roblox, an experience that brings their Play New ethos to life in the metaverse. Nikeland was the first major brand experience on Roblox, was very well received and has over 20 million visits.