For the first time since launching its dotSWOOSH NFT program, Nike has used its SNKRS mobile app to drop a limited edition, phygitally-twinned pair of sneakers along with matching NFTs (non-fungible tokens). Not only was that a first for the SNKRS app that normally caters to sneakerheads, but the drop was also gated to holders of the dotSWOOSH brand's previously issued Our Force 1 NFTs.

In what appeared to be a nearly flawless execution joining together its traditional sneakerhead marketing with the efforts of its Web3 group (Nike Virtual Studios), Nike may have just given other global brands and marketers a masterclass in using blockchain to drive new business outcomes.

To learn more about the dotSWOOSH TINAJ customer journey and how it resonated with both sneakerheads and Web3 "degens," David Berlind interviews Blockchain Journal's Customer Journey Analyst Sophie "Sophie Maxx" Waldman to breakdown her own experience with the program.

To watch the video version of this podcast or read its full-text transcript, go to:

https://blockchainjournal.com/analysis/did-nikes-phygital-tinaj-sneaker-drop-just-set-a-new-standard-nftbased-customer-engagement/

The video can also be watched on Blockchain Journal's YouTube Channel at https://www.youtube.com/watch?v=6QzbEYLcT44