As part of the campaign celebrating its Air Max shoe, Nike launched a virtual shop where customers can receive limited-edition merch after purchasing the latest 720 sneaker

Most brands are careful to cultivate identities for both their online and brick-and-mortar outposts. With the possibility of virtual stores, retailers like Nike have the opportunity to create yet another iteration of their brand, with the sportswear company in particular building a virtual shop at the frontier of technology to promote its shoes in an unprecedented way.

Nike's 720 Air Store is a VR landscape that lets shoppers buy limited-edition items—provided they've bought something from the retailer first: The store will be accessible only if the customer inputs their order number for purchasing the new Air Max 720. Once entered, the purchase price turns into points, which customers can then redeem for AM720-themed water bottles, socks and stickers.

The virtual shopping assistant will rotate between different celebrity avatars, like designer Mini Swoosh, England footballer Raheem Sterling and DJ Peggy Gou, and the overall graphic feel is reminiscent of the late '90s/early aughts, hoping to appeal to fans with a retro aesthetic. The Air Store is a part of the brand's yearly campaign celebration of Air Max Day, which culminates on March 26.

Nike

Most brands are careful to cultivate identities for both their online and brick-and-mortar outposts. With the possibility of virtual stores, retailers like Nike have the opportunity to create yet another iteration of their brand, with the sportswear company in particular building a virtual shop at the frontier of technology to promote its shoes in an unprecedented way.

Nike's 720 Air Store is a VR landscape that lets shoppers buy limited-edition items—provided they've bought something from the retailer first: The store will be accessible only if the customer inputs their order number for purchasing the new Air Max 720. Once entered, the purchase price turns into points, which customers can then redeem for AM720-themed water bottles, socks and stickers.