15 Brands Dominating the Metaverse (And What You Can Learn From Them)

Metaverse branding is the strategic establishment of brand presence, identity, and experiences within virtual worlds and digital environments. It's not just advertising in the metaverse—it's building native experiences that create value for virtual communities.

The metaverse isn't coming. It's already here. And the brands that win are the ones treating it as a new continent, not just another ad platform.

What is the Metaverse?

The Core Concept

The metaverse is a persistent, immersive digital universe where people interact, socialize, play, work, and transact using avatars and digital identities. It blends:

• Virtual Reality (VR): Immersive 3D environments
• Augmented Reality (AR): Digital overlays on the physical world
• Blockchain/NFTs: Digital ownership and scarcity
• Social Platforms: Community and connection
• Gaming: Interactive experiences

Key Metaverse Platforms:

• Roblox: 70M+ daily active users, mostly Gen Z
• Fortnite: 400M+ registered users, gaming-first metaverse
• Decentraland: Blockchain-based virtual real estate
• The Sandbox: Play-to-earn virtual world
• Horizon Worlds (Meta): VR social platform
• VRChat: Social VR experiences

Understanding brand differentiation becomes even more critical in crowded virtual spaces.

Why Brands Can't Ignore the Metaverse

Market Size:

• Metaverse market growing rapidly across platforms
• Gen Z increasingly choosing virtual hangouts
• Virtual goods represent significant spending
• Daily metaverse engagement continuing to rise

Business Impact:

• Early movers gain first-mover advantage in new communities
• Native brand experiences build deeper connections than ads
• Virtual goods create new revenue streams
• Community building in spaces where your audience already is

The 15 Best Metaverse Brand Examples

1. Nike - Nikeland on Roblox

What They Did:

• Built entire virtual world in Roblox (70M+ visits)
• Users can play games, try on virtual sneakers, and compete
• Acquired RTFKT (virtual sneaker brand) for NFT strategy
• Sold virtual sneakers as NFTs (some for $100K+)

The Strategy:

• Community-first: Built playground, not a showroom
• Native experience: Designed FOR Roblox, not ported
• Digital ownership: NFTs give customers status and investment

Lesson: Don't just advertise IN the metaverse. Build experiences FOR it.

Social Media Integration:

• Instagram posts showcasing virtual sneaker drops
• Twitter threads about NFT releases
• TikTok challenges featuring Nikeland experiences

3. Coca-Cola - NFTs & Friendship Box

What They Did:

• Released Friendship Box NFT collection
• Sold for $575,000+ at auction
• Included wearables for Decentraland
• Created metaverse vending machines

The Strategy:

• Nostalgia meets innovation: Classic brand in new space
• Charity angle: Proceeds donated to Special Olympics
• Utility: NFTs unlocked real-world and virtual perks

Lesson: Leverage your heritage while embracing innovation.

---

4. Balenciaga x Fortnite

What They Did:

• Four designer skins in Fortnite
• Virtual Balenciaga store in-game
• Real-world collection inspired by Fortnite
• Billboard campaign IRL featuring Fortnite characters

The Strategy:

• Phygital blending: Virtual influenced physical, physical influenced virtual
• Fashion meets gaming: Brought high fashion to gamers
• Cultural crossover: Made luxury accessible

Lesson: The boundary between digital and physical is disappearing.

---

5. Wendy's - Fortnite Food Fight

What They Did:

• Created Wendy avatar in Fortnite
• Livestreamed "destroying freezers" (because "fresh, never frozen")
• 9-hour Twitch stream with 250K+ views
• No ad spend—pure gameplay

The Strategy:

• Authenticity: Played the game for real
• Branded narrative: Turned brand value into gameplay
• Community engagement: Interacted with players live

Lesson: Be native. Play by the platform's rules and culture.

Social Media Amplification:

• Twitch livestream
• Twitter real-time updates
• Reddit community engagement
• Viral TikTok clips

---

6. Vans World - Roblox Skatepark

What They Did:

• Built virtual skatepark in Roblox
• 48M+ visits
• Users can skate, customize avatars, hang out
• Virtual Vans shoes as collectibles

The Strategy:

• Core audience: Skate culture already lives in Roblox
• Utility-first: Functional skatepark, not just ads
• Long-term presence: Permanent world, not campaign

Lesson: Meet your audience where they already are.

---

7. Hyundai Mobility Adventure - Roblox

What They Did:

• Future mobility-themed metaverse experience
• Educational and entertaining
• Virtual test drives
• Gamified brand experience

The Strategy:

• Edutainment: Taught about sustainability while entertaining
• Youth market: Reached future car buyers early
• Innovation showcase: Positioned as forward-thinking brand

Lesson: The metaverse is perfect for storytelling and education.

---

8. Warner Bros - The Matrix Awakens

What They Did:

• Unreal Engine 5 experience tied to Matrix Resurrections
• Stunning graphics showcasing film's themes
• Interactive exploration of Matrix universe
• Free experience drove film marketing

The Strategy:

• Experiential marketing: Let people live in the movie world
• Tech showcase: Demonstrated what's possible
• Transmedia storytelling: Extended story beyond film

Lesson: Metaverse experiences can be better than ads.

---

9. Ralph Lauren - Virtual Fashion

What They Did:

• Digital clothing for avatars across platforms
• Partnership with Fortnite, Roblox, Bitmoji
• Virtual stores in metaverse worlds
• NFT collections

The Strategy:

• Multi-platform presence: Don't bet on one metaverse
• Consistent brand identity: Same luxury aesthetic across platforms
• Revenue diversification: Digital goods as new business line

Lesson: Your brand identity should translate across dimensions.

---

10. Chipotle - Boorito Maze (Roblox)

What They Did:

• Halloween-themed virtual restaurant
• Maze game with $1M in free burritos as prizes
• 4M+ visits during campaign
• Virtual costumes and branded items

The Strategy:

• Gamification: Made ordering fun
• Real-world value: Virtual experience = real food
• Event-based: Created urgency and FOMO

Lesson: Bridge virtual and physical with tangible rewards.

Results:

• Record digital sales day
• Massive Gen Z awareness spike
• User-generated content explosion

---

11. Samsung - Decentraland Store

What They Did:

• Replica of NYC Samsung 837 store in Decentraland
• Virtual product launches
• NFT collectibles
• Interactive experiences

The Strategy:

• Early adoption: First major brand in Decentraland
• Store experimentation: Test retail concepts virtually
• Tech showcase: Demonstrated innovation leadership

Lesson: Use the metaverse as a testing ground for new retail ideas.

---

12. Adidas - Into the Metaverse NFT

What They Did:

• Partnered with Bored Ape Yacht Club, PUNKS Comic, gmoney
• 30,000 NFTs sold out ($23M revenue)
• NFT holders got physical merch + metaverse wearables
• Virtual land purchase in The Sandbox

The Strategy:

• Community collaboration: Partnered with existing NFT communities
• Utility stacking: One NFT = multiple benefits
• Long-term commitment: Signaled serious metaverse investment

Lesson: Partner with native metaverse communities for authenticity.

---

13. NASCAR - Roblox Track

What They Did:

• Virtual Daytona International Speedway
• Users can race, customize cars, socialize
• Real-world NASCAR branding throughout
• Virtual merchandise

The Strategy:

• Core experience digitized: Brought racing to metaverse
• Youth audience: Reached next generation of fans
• Always accessible: Race anytime, no travel needed

Lesson: Bring your core experience to where fans can access it easily.

---

14. Forever 21 - Roblox Shop

What They Did:

• Virtual Forever 21 store in Roblox
• Avatars can wear and buy clothing
• Physical items inspired by virtual designs
• Ongoing presence, not one-off campaign

The Strategy:

• Reverse inspiration: Let digital inspire physical
• Permanent retail: Virtual store never closes
• Zero inventory cost: Digital goods have infinite supply

Lesson: The metaverse allows risk-free retail experimentation.

---

15. JP Morgan - Onyx Lounge (Decentraland)

What They Did:

• First bank in the metaverse
• Virtual lounge for events and education
• Research report on metaverse economy
• Signaled "metaverse is legitimate"

The Strategy:

• Market education: Taught clients about opportunity
• Thought leadership: Positioned as innovators
• Network effects: Where JP goes, others follow

Lesson: Early presence = thought leadership = competitive advantage.

---

The 7 Metaverse Branding Strategies That Work

1. Build Experiences, Not Ads

Wrong Approach: Pop-up billboards in virtual worlds

Right Approach: Interactive, valuable experiences users choose to engage with

Example:

• ❌ Coca-Cola billboard in Fortnite
• ✅ Coca-Cola vending machines that give virtual perks

2. Understand Platform Culture

Each metaverse has unique culture:

Lesson: What works on Roblox might bomb in Decentraland.

3. Create Digital Scarcity

Why Digital Goods Have Value:

• Status signaling: Flex exclusive items
• Community belonging: Show you're in the club
• Investment potential: Some appreciate in value
• Actual utility: Unlock experiences or perks

Example:

• Supreme drops sell out in minutes IRL
• Supreme digital drops sell out in seconds in metaverse
• Resale market creates secondary economy

4. Enable User-Generated Content

Let communities build your brand WITH you:

Examples:

• Vans: Users design custom virtual shoes
• Nike: Roblox users create games in Nikeland
• Adidas: NFT holders get creative input on designs

Benefits:

• Free content creation
• Community ownership and pride
• Endless creativity and innovation

5. Bridge Physical and Digital

Phygital Strategies:

• Physical purchase → Digital unlock: Buy IRL, get NFT/virtual item
• Digital first → Physical follow: Virtual sneaker drop before physical
• Simultaneous drops: Coordinated physical + digital releases
• AR integration: Scan physical products for digital experiences

Example (RTFKT x Nike):

• Buy virtual sneaker NFT
• Get physical pair made-to-order
• Unlock exclusive Discord access
• Receive future airdrops

6. Partner with Native Creators

Why Partnerships Matter:

Metaverse communities have established creators and influencers. Partner with them instead of going alone.

Examples:

• Adidas partnered with Bored Ape Yacht Club
• Gucci collaborated with 10KTF (NFT artist)
• Coca-Cola worked with Tafi (digital creator)

Benefits:

• Instant credibility
• Access to their audience
• Cultural fluency and authenticity

7. Think Long-Term Presence

Campaign vs. Presence:

Lesson: The metaverse rewards commitment, not hit-and-runs.

---

Metaverse Strategy Quiz:

Question: You're a fashion brand planning your first metaverse activation. What's the BEST first step?

A) Build a huge virtual store in every metaverse platform B) Create expensive 3D assets and NFTs C) Spend 30 minutes experiencing platforms where your audience already is ✓ D) Hire an expensive metaverse agency

Why C is correct: You can't build metaverse strategy from the outside. Before investing thousands, EXPERIENCE the platforms. See what your audience does there. Understand the culture. What works, what feels fake. Start small, learn fast, then scale. Most brands fail because they build without understanding.

Strategy Comparison Table:

---

How to Start Your Metaverse Brand Strategy

Phase 1: Research & Education (Month 1)

Action Steps:

• Experience 3-5 metaverse platforms yourself
• Study competitor presences
• Identify where your audience already is
• Research platform demographics and culture
• Set measurable goals (awareness, engagement, revenue)

Phase 2: Small Experiments (Months 2-3)

Low-Risk Tests:

• Create branded avatar wearables on one platform
• Host a virtual event or concert
• Limited NFT drop (100-1000 items)
• Sponsor existing metaverse event
• Launch AR filter on Instagram/TikTok

Budget: $10K-50K

Phase 3: Dedicated Presence (Months 4-6)

Medium Investment:

• Build branded space on chosen platform(s)
• Hire metaverse community manager
• Create ongoing content and events
• Launch virtual goods storefront
• Develop phygital strategy

Budget: $50K-250K

Phase 4: Full Metaverse Strategy (Month 7+)

Long-Term Commitment:

• Multi-platform presence
• In-house metaverse team
• Regular content drops and events
• Community governance and UGC
• Virtual economy integration

Budget: $250K-$1M+

Measuring Metaverse Marketing Success

Key Metrics to Track

Engagement Metrics:

• Active users: Daily/monthly active participants
• Session time: How long users spend in your space
• Return rate: Percentage who come back
• Social actions: Shares, invites, user-generated content

Business Metrics:

• Virtual goods revenue: Sales of digital items
• Brand lift: Awareness and perception changes
• Community size: Followers, Discord members, NFT holders
• Conversion rate: Virtual engagement → real-world action

Social Metrics:

• Earned media: PR coverage and mentions
• Social sentiment: How people talk about your metaverse presence
• Influencer reach: Metaverse creators featuring your brand
• Cross-platform impact: How metaverse drives social media engagement

This connects to your broader brand strategy and social media marketing efforts.

Common Metaverse Marketing Mistakes

Mistake #1: Treating It Like Traditional Media

❌ Wrong: Billboard ads in virtual worlds

✅ Right: Interactive experiences users choose

Fix: Would you engage with this if you weren't paid? If no, redesign.

Mistake #2: One-and-Done Campaigns

❌ Wrong: 3-month pop-up, then disappear

✅ Right: Long-term commitment and community building

Fix: Think presence, not campaign.

Mistake #3: Ignoring Platform Culture

❌ Wrong: Same content everywhere

✅ Right: Native experiences for each platform

Fix: Hire metaverse natives as consultants.

Mistake #4: Focusing Only on Selling

❌ Wrong: Virtual stores with no value beyond commerce

✅ Right: Experiences that happen to include commerce

Fix: Lead with entertainment and utility, not transactions.

The Future of Metaverse Branding

Trends to Watch

1. AI-Powered Personalization

• Dynamic virtual spaces that adapt to each user
• AI-generated content and experiences
• Personalized product recommendations

2. Interoperability

• Assets that work across metaverse platforms
• One digital identity everywhere
• Cross-platform economies

3. Virtual Influencers

• AI influencers (Lil Miquela, etc.) in metaverse
• Brands creating virtual spokespersons
• Hybrid real/virtual creator partnerships

4. Virtual Real Estate Appreciation

• Premium metaverse locations increasing in value
• Virtual land development becoming sophisticated
• Location-based virtual advertising

5. Web3 Integration

• Blockchain-based ownership and transactions
• Decentralized autonomous organizations (DAOs) for brand communities
• Token-gated experiences and benefits

Final Thoughts: The Metaverse Opportunity

The metaverse isn't a fad. It's the next evolution of the internet—from flat pages to immersive worlds.

Just as brands that ignored social media in 2006 got left behind, brands that ignore the metaverse in 2025 will miss the boat.

But here's the key: Don't just be there. Add value.

The brands winning in the metaverse aren't treating it as another ad channel. They're building native experiences, fostering communities, and creating genuine value.

Your action step today: Experience ONE metaverse platform for 30 minutes. Roblox, Fortnite, Decentraland—pick one. Create an avatar. Explore. Play.

You can't build metaverse strategy from the outside. You have to feel it.

The future of branding is immersive. Are you ready? 🚀🌐✨