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.SWOOSH billboard | Photo: Nike

NEWS

.SWOOSH by Nike this week launched its first digital sneaker. The platforms first launch of a Polygon-based OF1 (Our Force 1) can be described as discombobulated at best with Nike clearly working through technical kinks combined with what appears to be less robust demand than anticipated for the OF1.

I’m not an expert on the digital product space, but I don’t need to be to understand the challenges that come with building out a first-time platform from scratch. While .SWOOSH can lean on RTFKT (which you can read more about below) for guidance, it was still having to construct an online forum for selling and storing products built on a blockchain. And though sell-through hasn’t been the best, the point of .SWOOSH is as much selling digital products as it is engaging with Gen Alpha customers (all children born in or after 2010).

As for details on the launch, . SWOOSH is still in Beta with a membership of around 350,000. Last week, the platform air-drop…