Just a few days ago Mark Zuckerberg renamed his company from Facebook Inc. to Meta, an updated version of the large corporation that will continue to control Facebook, Instagram and Whatsapp, as well as develop the Oculus Rift virtual reality viewers.

But the wave of enthusiasm, was also ridden by another U.S. giant. Nike has filed a total of seven applications with the Us Patent and Trademark Office, to protect its trademarks in several categories including “downloadable virtual goods” and related services for retail stores and entertainment. 

According to an Input Mag. report, in fact, the company would file trademark applications for “Nike”, “Just Do It”, “Jordan”, “Air Jordan” as well as its swoosh and jumpman logo, extending the application of its registered brands to products designed entirely for the virtual world. From the end of October would also be open some job positions in Nike to create content in this area: the group would be looking for “virtual material designer of footwear” and a “virtual designer” to be included in its team.

Certainly the hybridization of clothing brands with the Metaverse is a tried and tested experiment. Let's look at examples such as Gucci Virtual 25 – the virtual sneakers that can be purchased for a dozen euros and "worn" thanks to a smartphone filter – or the capsule collection launched only a couple of months ago by the fashion house Balenciaga on Fortnite. Even the same Nike had already presented on the video game platform battle royale skins dedicated to the NBA star LeBron James.