New trademark filings signal that New Balance is entering the metaverse. Starting January 13, the sportswear company plans to use its brand for various virtual products, including sportswear, shoes and equipment, according to to trademark attorney Josh Gerben.
As the world of NFTs and digital fashion becomes more popular (and more profitable), it’s no surprise that New Balance wants to get in on it. Its filing report, first seen by Gerben, says the brand plans to launch its own “downloadable virtual goods, namely, computer programs; retail store services featuring virtual merchandise;” and “entertainment services.” Each part primarily revolves around New Balance-branded shoes, apparel, gym bags, gym gear, and accessories for use in the Metaverse.
Growing competition — New Balance has yet to confirm its plans for the online world, although the brand is likely to be looking for a similar marketing strategy to rivals Nike, Jordan Brand and Adidas, all of which have already entered the metaverse. . In November, the former teamed up with Roblox to launch Nikeland, a virtual space filled with motion-activated mini-games, designer clothing, and collectible cyber sneakers. Soon after, Nike also acquired digital footwear company and NFT studio, RTFKT, ensuring the sportswear brand would be one of the leading creators of virtual sneakers in the metaverse.
Jordan Brand, a subsidiary of Nike, followed suit with its own digital environment, hosted on fortnite, featuring scavenger hunts for exclusive virtual clothing and shoes. Not to be beaten, Adidas launched an NFT collection made in collaboration with Bored Ape Yacht Club – otherwise known as the most hyped space in the metaverse – which gave digital art owners exclusive access to experiences and products. cyber. Whether New Balance will approach its own virtual world with a similar sense of exclusivity remains to be seen.
What “novelty” will New Balance bring? — Digital merchandise, a branded online space and NFTs are all possibilities for the label, its trademark filing suggests. Yet, as the metaverse becomes all the more popular – attracting both competing companies and customers – New Balance will have to offer something different from what already exists.