Spor Markalarinin Metaverse'e Girisi

Abstract

Bu çalismanin amaci, spor markalarinin modern dünyanin getirdigi yeniliklerden olan Metaverse evrenine girislerinin incelenmesidir. Çalismada arastirmacinin çevresindeki fotograflari, kayitlari ve dokümanlari harmanlayarak yorumlamasi ile öne çikan nitel arastirma modeli kullanilmistir. Verilerin ayrintili olarak toplanmasi ve analiz edilmesi için doküman analizi teknigi kullanilmistir. Spor markalarindan Nike ve Adidas; metaverse evreninde yeni platformlar olusturduklari, Non-fungible token (NFT) alim ve satimi gibi çesitli konularda patent basvurulari yaptiklari ve ayni zamanda her iki markanin da çesitli sirketlerle ortakliklar kurduklari saptanmistir. Nike, kendi adini tasiyan Nikeland isimli bir metaverse sanal platformu kurmustur. Nikeland ile kullanicilar avatarlarini olusturarak çesitli spor branslarinda oyunlar oynamaktadir. Nike, kendi adini tasiyan kiyafet NFT’leri satarak kullanicilarin olusturduklari avatarlari giydirebilmelerine ve çevrim disi yapilan fiziki hareketlerin metaverse evreninde olusturulan çevrim içi platforma entegre edilmesine olanak saglamaktadir. Ayni zamanda Nikeland platformunda gelistirilen görevlerle kullanicilarin özel alanlar olusturmalarina olanak saglanmakta ve gerçeklestirilen görevler karsiliginda ödüllendirmeler yapilarak kullanicilarin tesvik edildigi görülmektedir. Adidas ise Adidas Originals adiyla NFT’lerini satisa çikarmis olup hem kullanicilarin Sandbox metaverse evreninde kendi avatarlarini giydirebilmelerine hem de gerçek dünyada satisa sunulan Adidas ürünlerinde indirimlere sahip olmalarina olanak sagladigi saptanmistir. Sonuç olarak Nike ve Adidas gibi globallesmis spor markalarinin modern dünyanin getirdigi metaverse teknolojisinin kullanimi noktasinda adimlar attiklari görülmektedir. Kullanicilara ulasmak, rekabeti artirmak ve kullanicilari spora tesvik etmek spor markalarinin metaverse giris amaçlarini ortaya koymaktadir. Ayrica, markalar kendi isimlerini tasiyan NFT’leri kullanicilara satarak hem kendilerinin hem de kullanicilarin kazandiklari bir sistem olusturmayi hedeflemektedirler. Nike ve Adidas gibi büyük markalarin bu faaliyetlerinin diger markalara da örnek olusturabilecegi düsünülmektedir.

This study aims to examine the entry of sports brands into the metaverse universe, one of the innovations brought by the modern world. The qualitative research model was used in the study, which is characterized by the blending and interpretation of photographs, records, and documents from researchers’ surroundings. Furthermore, the document analysis technique was used to collect and analyze the data in detail. Sports brands Nike and Adidas created new platforms in the metaverse universe, filed patent applications on various issues such as buying and selling Non-fungible token (NFT), and established partnerships with various companies. Nike established a metaverse virtual platform called Nikeland, which bears its name. With Nikeland, users create avatars and play games in various sports branches. Nike sells its eponymous clothing NFTs, allowing users to dress their avatars and integrate physical movements made offline into the online platform created in the metaverse universe. At the same time, it is observed that users are enabled to create private spaces with the tasks developed on the Nikeland platform and users are incentivized by rewarding them for the tasks performed. Adidas, on the other hand, placed its NFTs on sale under the name Adidas Originals and it was determined that it allowed users to dress their avatars in the Sandbox metaverse universe and to have discounts on Adidas products offered for sale in the real world. As a result, it is observed that globalized sports brands such as Nike and Adidas have taken steps to use the metaverse technology brought by the modern world. Reaching out to users, increasing competition, and encouraging users to participate in sports are some of the reasons why sports brands entered the metaverse. In addition, brands aim to create a system where both they and the users win by selling NFTs bearing their names to users. Accordingly, it is thought that the activities of big brands such as Nike and Adidas can set an example for other brands.