According to VogueBusiness, Nike has become a leader in fashion NFTs, largely through its purchase of digital design studio Rtfkt last year. Now, the sports giant is developing a standalone Web3 strategy designed to appeal to traditional brand fans rather than the crypto-literate early adopters.

Today, Nike is announcing Dot Swoosh, a new Web3 platform and ecosystem that lives at the domain Swoosh.nike. The project sits under Nike Virtual Studios, which is led by VP Ron Faris, the former head of Nike’s Snkrs app. Dot Swoosh will be the home of Nike’s virtual creations, Faris says, and it launches this Friday. (People can register starting today, and access begins through an access code.) A first digital collection will drop in January.