Few people (especially developers here on HN) really understand how massive and disruptive the metaverse is going to be. It's going be a combination of a live, 3D social network, and an embodied, real-time immersive internet where your virtual identity becomes as valuable as your real life one. When billions of people are accessing it, whether it's through computers, mobile devices, or mixed reality hardware, how you express yourself will be at the very core of it all.
Nike sees this, and wants to be well prepared for it.