Nike had stuck several metaphorical toes in the water to learn and experiment in the brave new world of the metaverse. But the company now needed to decide how to dive deeper into a space that seemed promisingyet also risky. On the one hand, the metaverse platforms and NFTs were catching on like wildfire. On the other hand, no one could say definitively what I'the metaverse" would come to look like nor how participants would be able to move their assets and their identities across metaverse platforms. The time for experimentation was coming to an end. Nike needed to dene a cohesive strategy to drive its brands and businesses forward