Creative Soccer Culture

EA & Nike Partner To Bring Virtual Creations To Future EA SPORTS Games

As EA Sports prepares for life after FIFA, the video game developer has announced an exciting new partnership with Nike Virtual Studios, aimed at enhancing and personalising the virtual sports experience for fans all over the world.

It’s a new world we’re living in, one with electric cars, no more FIFA games, and virtual sneakers. And now, combining the latter two of that comprehensive list of the future, we get the announcement that Electronic Arts and Nike are set to partner. The collaboration brings together two of the biggest names in sport and entertainment in a move that will lead to all new ways for members of .SWOOSH, Nike’s new digital community experience, and EA SPORTS fans to express their personal style through play. 

The new partnership will look to “build new immersive experiences and unlock brand-new levels of customisation within the EA SPORTS ecosystem. In future EA SPORTS titles, EA SPORTS and Nike plan to make select .SWOOSH virtual creations available allowing members and players unique new opportunities for self-expression and creativity through sport and style.” Yup, this is set to be a big part of the future of football culture, as we all move towards living in a virtual world where we never have to leave the comfort of our own homes or favourite PJs.

Although there is no specific mention of which titles in EA’s roster will be used to showcase these personalisation options, it’s a safe bet that EA SPORTS FC, the developer’s follow up to its FIFA franchise, will be high on the list, particularly given the presence of football (soccer) in the early marketing and promos.

Back when EA first announced its plans for EA SPORTS FC, Nike were one of the first brands to pledge allegiance, and this new announcement is the latest step in building the strength of the partnership. EA SPORTS FC was touted as the world’s the largest and most impactful football club in the world, at the epicentre of football fandom. The grand vision is for it to be an inclusive space for all fans to be able to play, enjoy and express themselves, and this new development with .SWOOSH will only serve to elevate the platform further.

"Nike and EA SPORTS share a commitment to innovation, creativity, and excellence, and we are thrilled to partner with them," said Ron Faris, GM of Nike Virtual Studios. "This partnership will allow us to unlock some incredible new experiences for our .SWOOSH community and the massive EA SPORTS fan base."

All of us at EA SPORTS are focused on leading the next evolution in sports fandom, and this new collaboration with our longtime partners at Nike sits directly at the intersection of innovation, sport, and culture,” said Andrea Hopelain, SVP of Brand for EA SPORTS & Racing.  “Working with .SWOOSH, we’ll bring creativity and self-expression to the forefront for fans as they connect, compete, and share their love for sport.

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.SWOOSH is still in a closed beta to create an equitable and safe platform, but you can register to become a .SWOOSH member at To stay up to date follow the dotSwoosh blog on Medium and @dotSWOOSH on Twitter or Instagram.

Daniel Jones

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