Nike Launches Air Max-Themed Island in Fortnite

Epic Games has created Airphoria, a Fortnite island created in partnership with Nike using the Unreal Editor for Fortnite (UEFN), with support from Fortnite creator studio Beyond Creative. The virtual landmass is a visually immersive Air Max-themed universe within Fortnite.

Nike’s vision of Airphoria is as a place for fans to engage with Air Max sneakers in an entirely new and captivating way. Airphoria items, such as the Airie and Maxxed Out Max Outfits, are now available in the Fortnite Item Shop, and a real-life limited Airphoria-inspired collection has been dropped on, directly linking the virtual world of Airphoria in Fortnite with Air Max.

“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 in a statement. “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.”

The partnership builds on Nike’s other digital efforts, such as .SWOOSH, a digital community and platform where athletes, creators, collectors and consumers can learn about and collect creations like virtual shoes and jerseys. The retailer also operates an environment in Roblox called Nikeland.

“We are shaping a marketplace of the future with an accessible platform for the Web3-curious,” said Faris in a statement about the retailer’s plans for Roblox. “In this new space, the .Swoosh community and Nike can create, share and benefit together.”