Nike is using its new digital studio to build a community of sneakerheads



A year after acquiring Virgin Mega, Nike is revealing some of the early results of its experiments with augmented reality and community-building.

Virgin Mega was a startup backed by Richard Branson’s Virgin Group that focused on fan communities and shopping. Ron Faris, who led the startup, told me that Nike acquired Virgin Mega in order to explore those same ideas.

Since then, the team has turned into a “digital studio” called S23NYC. Faris said it still has a “startup culture,”…

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