US' Nike & Fortnite collaborate on Airphoria gaming experience

22 Jun '23

2 min read

Pic: Nike

Insights

Nike, in collaboration with Epic Games' Fortnite, has launched Airphoria, an immersive virtual experience blending Air Max with Fortnite world.
Utilising Epic Games' Unreal Editor for Fortnite, Airphoria enables players to explore an Air Max-themed universe and purchase Fortnite character-inspired outfits.
It features five key moments in Air Max history.

Sports apparel company Nike has introduced Airphoria, an immersive experience developed in collaboration with Epic Games' Fortnite. The project, a result of a multiyear partnership, integrates the Air Max brand with the virtual world of Fortnite. Fortnite players can also purchase Outfits inspired by the game's characters, Airie and Maxxed Out Max, from the Fortnite Item Shop. These outfits are included in an Airphoria Pack, which also has the Pure Sole Boombox and Maxx Stacks Back Blings.

Airphoria combines the design elements of Air Max with the landscape of Fortnite. Powered by Epic Games’ pioneering Unreal Editor for Fortnite (UEFN), Airphoria enables players and their friends to explore the Air Max–themed universe, the two entities said in a media release.

“Airphoria represents a new, immersive experience for Nike as it amplifies its efforts in gaming and virtual products," said Ron Faris, VP/GM of Nike Virtual Studios. “As digital and physical worlds become more seamless across the products and experiences we offer, we’re always seeking authentic ways to deepen our connection with fans, expand access points to Nike across our digital ecosystem and inspire a love of sport and play. What’s more, Nike is one of the first brands to use Epic Games’ Unreal Editor for Fortnite to build Airphoria, paving the way for a continued partnership that will further unlock the future of gaming.”

Nate Nanzer, VP of Global Partnerships at Epic Games, said: “Fortnite continues to be a primary destination for new cultural moments in entertainment, fashion and sport, and we’re proud to launch Airphoria alongside Nike. We know from past activations with Nike that players love the partnership, and Airphoria’s immersion, beauty and storytelling about the Air Max brand take things to a new level. Airphoria demonstrates what’s possible when next-gen tools like UEFN are used by an iconic brand like Nike and creators in the Fortnite community to build immersive worlds together.”

Airphoria is characterised by five Air Max ‘Grails’ suspended in an air destination above the Airphoria city. Each Grail signifies a moment in Air Max history, contributing to the creation of the ‘Air State’.

Airphoria is available till June 27.

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