Nike has vaulted the barriers between gaming and fashion with its latest venture, an immersive gaming experience aptly dubbed “Airphoria,” launched within the virtual universe of Fortnite.
As Nike continues to flex its tech prowess, “Airphoria” underscores the digital evolution of sportswear, converging the iconic Air Max brand with the ever-evolving landscape of Fortnite, under the umbrella of Epic Games’ partnership.
Birthed out of the collaboration with Epic Games, “Airphoria” features the signature Air Max design elements mingling seamlessly with Fortnite’s dynamic realm. It brings the cutting-edge Unreal Editor for Fortnite (UEFN) into play, empowering gamers to navigate a highly detailed, Air Max–centric world.
Speaking on the introduction of “Airphoria”, Ron Faris, VP/GM of Nike Virtual Studios, remarked, ““Airphoria” embodies a novel, immersive experience as Nike amplifies its gaming and virtual product strategies. In an era where digital and physical worlds interweave with ever-increasing fluidity, our focus remains on building authentic interactions, fostering deeper connections with our fan base, and inspiring love for sport and play.“
“Airphoria” employs five iconic Air Max “Grails,” or models, each epitomizing seminal moments in Air Max history. These Grails are imaginatively suspended above the “Airphoria” city, culminating in the creation of the “Air State” — a realm representing the epitome of imagination and creativity.
In tandem with the “Airphoria” unveiling, Fortnite avatars have the chance to get their virtual hands on “Airphoria”-themed outfits. The main characters of the Airphoria narrative, Airie and Maxxed Out Max, have their unique outfits available for purchase in the Fortnite Item Shop. A limited “Airphoria”-inspired collection also coincides with the launch, available on Nike’s website in North America.
The excitement of this partnership isn’t lost on Nate Nanzer, VP of Global Partnerships at Epic Games. He noted, “Fortnite has become a cultural touchstone, welcoming transformative moments in entertainment, fashion, and sport. Our partnership with Nike has been received positively by the players, and with “Airphoria”’s immersive beauty and storytelling, we’re stepping up a gear.”
Nanzer further emphasized how initiatives like “Airphoria” a showcases the immense possibilities that emerge when next-gen tools like UEFN are adopted by iconic brands to construct immersive worlds.
“Airphoria” represents an exciting new chapter in how we engage with brands, where the border between physical and digital experiences becomes increasingly blurred. It’s a bold leap forward, signalling a future where the screen is as essential to fashion as the runway. With Nike and Fortnite at the helm, one can only anticipate what’s to come as this gaming-fashion revolution continues to unfold.
For gamers eager to dive into the “Air State,” “Airphoria” is accessible from June 20 at 12 pm ET to June 27 at 8 pm ET. Buckle up and gear up — the virtual sneaker hunt awaits.
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