Case Analysis of Interactive Experience Space Design for Sports Brands Using the Metaverse : Focusing on Nike, Adidas, and Puma

The advancement of metaverse technology has transformed user demands and brand-user interactions, presenting new possibilities for digital marketing and interactive experience space design for sports brands. However, systematic academic research on effective implementation is still lacking. This study explores the concepts and characteristics of the metaverse and interactive experience spaces for sports brands, analyzing cases from Nike, Adidas, and Puma to identify development directions. Literature reviews and case analyses were conducted, focusing on metaverse types (game-based, NFT-based, XR-based) and key experience elements (entertainment, educational, escapist). The study found that game-based metaverses boost user engagement but need innovation for sustained interest. NFT-based metaverses offer unique experiences through digital assets, but sustaining interest remains challenging. XR-based metaverses create personalized experiences and emotional connections, but high costs and technical limitations hinder large-scale adoption. This study provides practical implications for the digital transformation of sports brands. It suggests that future systematic research is necessary to develop sustainable design strategies through the convergence of various metaverse types and to adapt to evolving user experience demands driven by advancements in metaverse technology.