Exploring the Impact of the Metaverse on Brand Marketing and Customer Experience: A Comparative Analysis of Nike and Adidas

Abstract

The metaverse blurs the line between physical and digital reality, allowing brands to display their products, tell compelling stories, and connect with their target audience in a more meaningful way. Brands are looking at ways of using this technology to improve their marketing strategies and differentiation in a crowded marketplace, as virtual environments become more complex and easily available. Both Nike and Adidas, two of the world's biggest brands in sports footwear, have acknowledged that there is a potential for metaverse to change how they interact with their customers and support their products. In order to create memorable brand experiences that support customer loyalty, both companies have made investments in virtual reality, Augmented Reality and Other Immersive Technologies