Nike has partnered Fortnite to promote its Jordan sneaker brand in-game. It will do this through Fortnite’s launch of #FortniteXJumpman challenge set in a map named “Downtown Drop LTM by Jordan”, according to an announcement by gamemaker Epic Games.
At the heart of #FortniteXJumpman is the opportunity for players to unlock aesthetic styles featuring Nike’s Jordan sneakers for their avatars. A Nike spokesperson said a statement to Marketing said the collaboration allows the brand to connect across virtual and physical worlds, and unlock access to purchase some of its “most coveted” shoes, the Air Jordan 1.
“Jordan brand continually tests and iterates rewarding new experiences for our consumers. We are excited to work with Epic Games to create an experience for our community that is both innovative and authentic,” added the spokesperson. Since the trailer was launched two days ago, it has attracted more than 1.7 million views and 4,000 comments on YouTube.
According to the Epic Games’ website, players can get Nike’s virtual sneakers by completing free challenges in Downtown Drop LTM to unlock the “Back Board Back Bling and its additional nine style variants as well as four unique Sprays”. Additionally, if players own the “Hang Time Bundle”, they get to unlock additional rewards including styles for the Grind and Clutch outfits. To encourage more players to get the bundle, owners will also receive a challenge pack unique to it. Within the game, players are challenged to pull off “massive jumps” in skateboard and basketball modes, collecting coins in the process.
It is not unusual for Fortnite to launch new game worlds in partnership with companies. Last week, it collaborated with Hollywood’s thriller John Wick to launch Wick’s Bounty LTM where players take the role as bounty hunters to the movie’s protagonist, Wick. A trailer launched on YouTube attracted over 730,000 views and 3,000 comments within a week.