In an audacious move to cement its digital presence, renowned sports apparel manufacturer Nike has forged a revolutionary alliance with Epic Games, creators of the globally popular game Fortnite. This innovative collaboration brings to life ‘Airphoria,’ a visually compelling, interactive gaming experience that draws upon the iconic Air Max brand and transplants it into Fortnite’s expansive virtual world.
This breakthrough project, the product of a sustained multiyear partnership between Nike and Epic Games, fuses the design aesthetic of the Air Max with Fortnite’s varied landscape. It results in a unique gaming environment where players can engage with Air Max in a novel and visually captivating manner.
Airphoria offers gamers the opportunity to traverse a meticulously crafted Air Max-themed universe, awash with details that demonstrate Nike’s commitment to creating immersive and engaging experiences. The project is powered by Epic Games’ pioneering Unreal Editor for Fortnite (UEFN), a software tool that enables the seamless construction of interactive gaming experiences.
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Nike’s Airphoria is much more than just a game; it’s an exploration of the company’s vision for the future. Ron Faris, the VP/GM of Nike Virtual Studios, explains that this immersive venture signifies Nike’s expanding efforts within gaming and virtual products. As the boundary between digital and physical worlds continue to blur, Nike aims to offer seamless experiences that deepen connections with fans, increase accessibility to the brand, and foster a passion for sport and play. Airphoria’s immersive nature represents a digital landmark, establishing Nike as one of the first brands to leverage UEFN in constructing virtual realms.
The immersive world of Airphoria also extends into Fortnite’s in-game economy. Players can acquire outfits inspired by Airphoria characters, Airie and Maxxed Out Max, from the Fortnite Item Shop. These outfits form part of an exclusive Airphoria Pack, which also includes the Pure Sole Boombox and Maxx Stacks Back Blings.
Airphoria is designed around five Air Max ‘Grails,’ suspended in an air destination above the Airphoria city. Each Grail signifies a pivotal moment in Air Max history, contributing to the formation of the ‘Air State’. This compelling feature offers a unique method of engaging with the brand’s history within a virtual environment.
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Nate Nanzer, VP of Global Partnerships at Epic Games, highlights that Fortnite remains a prominent platform for fresh cultural developments in entertainment, fashion, and sport. Epic Games is proud to launch Airphoria in collaboration with Nike, confident in the partnership’s popularity among players and its potential to elevate the gaming experience to new heights.
Nike’s Airphoria is available till June 27, offering gamers a limited window to immerse themselves in this Air Max-themed universe.
This news is based on information from the fibre2fashion website.
