We’re Buying Digital Shoes Now?

Alright, so here’s the deal: Fortnite just dropped a collab with Nike, and for a cool 800-1,000 V-Bucks, you can lace up your character with some fresh Nikes. Yep, for your character. Not for you. Not for your kid. For the little digital person, you send into battle.

Let’s break this down because this is wild.

Okay, so for those not in the loop, this isn’t about upgrading your game skills or giving your character an edge in the fight. These shoes are straight-up fashion statements for the metaverse. Purely cosmetic. No extra health points, magical double-jump abilities, or sneaky speed boost to dodge bullets.

It’s pixels. High-end, swooshed-up pixels.

But honestly, Fortnite is so good at this game-within-a-game of making people want stuff they don’t need. Skins, emotes, dance moves—now Nikes? They’ve monetized “vibes,” and we’re all just nodding along like, “Yeah, that makes sense.”

Parents, I can hear you groaning from here. “Wait, how much money for shoes that aren’t real?!” And yeah, that’s a fair reaction. It’s hard enough to justify a $200 pair of Jordans for a growing kid who will scuff them to oblivion, but now you’re dropping $10 for digital ones? That’s a tough sell.

But here’s the thing: kids don’t see it that way. These shoes are status symbols in their world. They don’t need to wear them in real life because everyone who matters—their squad—will see them rocking the Swoosh in Fortnite. This is how kids flex now. We grew up comparing trapper keepers and gel pens; they’re comparing V-Bucks purchases. It has the same energy but a different medium.

Let’s take a moment to appreciate the absurdity. We’ve reached a point where digital Nikes are a thing, and people are hyped about it. I mean, how do we even get here? Are we really going to look back on 2024 and be like, “Yeah, I spent $10 so my Fortnite guy could look fresh, and honestly, no regrets”?

But here’s the kicker—pun absolutely intended—it’s also kind of genius. Nike gets brand visibility with a whole new audience, Fortnite cashes in (again), and we get a front-row seat to the ridiculous spectacle of it all. If you’ve got some spare cash and it makes you or your kid happy, go for it. If not, enjoy the free comedy show and watch others take this too seriously.

For kids, it’s simple. They’re growing up in a world where their digital identity matters. It’s like your avatar is a billboard for your personality, and the Nike collab says, “Yeah, I’ve got style, and I play Fortnite.” The game isn’t just a game; it’s a hangout space, a runway, and sometimes, a flex-fest.

And honestly, I respect it. These kids are taking customization to a whole new level. When I was their age, I was happy that my Tamagotchi had survived the weekend. These kids are out here budgeting their allowance for sneakers their parents can’t see. Wild times.

This isn’t just about Fortnite or Nike. This is the future of consumerism, folks. Brands are diving headfirst into the metaverse, selling us stuff that doesn’t exist but feels like it does. It’s ridiculous, but it works. Why? Because value is subjective. What seems like a pointless waste of money to you might be priceless to someone else.

So, if your kid (or you—I’m not judging) wants to drop some V-Bucks on digital kicks, go ahead. Just know that in 10 years, we’ll probably buy virtual houses and fake Teslas to park in front of them. And we’ll all laugh about how it started with shoes.

Until then, if you’re rocking the Nike drip in Fortnite, flex away. Just don’t trip over the irony.

PS Add me on Epic Games. emptydish.