Nike announced the launch of a new digital web3 community called .SWOOSH. The announcement was made on Nike’s corporate blog. Interestingly to those who are in the domain name space, the company is using a domain name from its .Nike branded TLD to host the website: Swoosh.Nike. Unlike .Swoosh, .Nike is an extension that can be reached on all web browsers.
I think it could be a bit confusing to operate a platform called .Swoosh on a .Nike domain name. In the blog post announcing the launch, Nike specifically mentioned the safety of using its own domain extension for the platform:
“Today, Nike launches .SWOOSH. The new digital community and experience is a home for Nike virtual creations and uses blockchain-powered technology — or what many call “web3” — to offer an inclusive, equitable place for athletes, creators, collectors and consumers to design and own the future of sport.
To ensure it is a safe, trusted space, .SWOOSH has its own domain: welcome.swoosh.nike. There, Nike Members will be able to learn about and collect virtual creations, which are typically interactive digital objects, such as virtual shoes or jerseys, that community members will soon be able to wear in digital games and immersive experiences. In some instances, community members will be able to unlock access to physical product or events like intimate conversations with athletes or designers.”
There have been quite a few companies that utilize a .brand domain name. Google, for instance, uses Blog.Google to announce product launches and other Google-related news. I think this usage by Nike might end up being one of the most visible uses of a branded TLD.
Thanks to Bret for bringing this to my attention.