How sports brands can benefit from virtual shopping

May 30, 2023
9 min read

As traditional retail landscapes evolve, the emergence of virtual shopping has opened up a realm of exciting possibilities. Virtual stores offer sports brands a unique opportunity to elevate the customer experience, unleash creative marketing strategies, engage their passionate fan bases and expand global reach.

By harnessing the power of immersive technologies, personalized interactions, gamification, and seamless integration, sports brands can unlock a multitude of benefits that go far beyond the limitations of physical stores. 

In this blog, we will explore the myriad advantages that virtual shopping brings to sports brands, enabling them to take their customer connections to new heights and build a winning presence in the digital realm.

Taking the Fan Experience to New Heights

In the realm of virtual shopping, sports brands have the power to revolutionize the fan experience like never before. By leveraging cutting-edge technologies, these brands can transport customers and fans into captivating virtual environments that encapsulate the essence of their favorite sports. 

From heart-racing stadium visuals that take you into the midst of the action, to electrifying sports gamification that pulses with the very essence of your brand, granting unprecedented access to the exhilarating atmosphere of your favorite sports. Through immersive product demonstrations, customers can now experience sports gear and equipment, merchandise, and collectibles in dynamic and engaging ways, enabling them to truly understand and appreciate the product features. 

Virtual stores can become thriving hubs for fan clubs and communities, fostering spaces where fans can connect, share experiences, and engage in discussions centered around their beloved sports brand. With limitless design possibilities, virtual stores can seamlessly complement physical stores, ensuring a cohesive and immersive brand experience across channels. The potential for sports brands to elevate the fan experience to new heights within virtual shopping is truly boundless.

Connecting Fans through Virtual Communities

Sports boast some of the most passionate and devoted communities in the world, and virtual stores provide sports brands with a golden opportunity to foster and strengthen these connections. 

By harnessing the power of virtual communities, sports brands can transcend physical limitations and take their fan engagement to unprecedented levels. Imagine a virtual store experience where fans from all corners of the globe can come together, share their love for the game, and engage in vibrant discussions. Integrating virtual stores with other sales channels, such as physical stores and e-commerce platforms, further enhances the fan experience, providing a seamless and consistent shopping journey across different touchpoints.

One notable example that epitomizes the potential of connecting fans through virtual communities is Lacoste’s virtual store powered by Emperia. Within this groundbreaking store, a unique token-gated room awaits VIP customers who are part of Lacoste’s very own Web3 community, UNDW3, and possess a coveted Lacoste NFT

Lacoste’s NFT Room X Emperia

In collaboration with Arianee’s token-gated technology, this exclusive VIP room comes to life, enticing customers with a constant stream of surprises and treasures. Throughout the month, customers have the opportunity to collect ‘loot’ boxes and win exciting prizes, encouraging them to keep coming back for more. This curated experience not only imparts a sense of exclusivity but also fosters a vibrant community within the virtual store, strengthening the bond between the brand and its loyal fans.

In this interconnected landscape, virtual communities play a pivotal role in deepening fan engagement and fostering brand loyalty. By also harnessing the power of omnichannel approaches, sports brands can create spaces where fans connect, interact, and share their experiences, transcending the boundaries of traditional shopping. Virtual stores transform into dynamic digital hubs that unite individuals with a shared passion for the sport, cultivating a sense of belonging and camaraderie. 

This strong sense of community fuels customer loyalty, as fans are drawn back to the virtual store to engage with like-minded individuals and be part of something greater than themselves.

Exploring Synergies with Virtual Platforms

In the world of virtual platforms, exploring synergies through collaborations holds significant importance for sports brands. Collaborations serve as powerful vehicles for forging deeper connections with new audiences and cultivating a strong sense of community. These partnerships involve mutually beneficial alliances between sports brands and virtual platforms, technologies, or other relevant entities. By leveraging the strengths and advantages of each party involved, these synergies enable sports brands to expand their reach, enhance customer experiences, and achieve remarkable business outcomes.

A prime example of a successful collaboration is Tommy Hilfiger’s mult-metaverse hub. By seamlessly merging the brand’s own website with the most iconic platforms including Decentraland, Roblox, Spatial, DressX, and Ready Player Me, they create an unparalleled, shoppable, and immersive shopping experience that transcends platform boundaries. 

Tommy Hilfiger X Emperia

Tommy Hilfiger’s collaboration with these iconic virtual platforms creates a virtual store that breaks free from traditional boundaries. It engages customers on multiple levels, igniting their imagination and offering a seamless, interconnected experience across each platform. With an astounding daily active user count of 43.2 million worldwide, Roblox alone catapults Tommy Hilfiger’s audience to extraordinary heights. This collaboration expands the brand’s reach to a vast and engaged user base, presenting unparalleled opportunities for forging deeper connections, cultivating brand loyalty, and captivating customers in unimaginable ways.

Tapping into the Thriving Gaming Industry with Virtual Stores

Sports brands have recognized the tremendous potential of tapping into the thriving gaming industry to elevate the fan experience as today’s generation seeks more than just a transaction when interacting with their favorite brands; they crave immersive and engaging experiences. 

Virtual stores provide the perfect platform for sports brands to merge shopping with gamification, creating an enticing combination that resonates with fans on a deeper level. By incorporating gamification elements, virtual stores can transform the fan experience into an interactive adventure. Picture fans immersing themselves in exhilarating challenges, competing in thrilling virtual competitions, or donning their favorite sports brand within the virtual store environment of their beloved gaming platform. These gamified features not only entertain but also offer rewards and incentives that align with the brand’s essence, further enticing fans to actively participate and deepen their connection with the brand.

Again, Tommy Hilfiger stands as a remarkable example of a brand that harnesses gamification in its virtual store strategy. Collaborating with popular gaming platforms, Tommy Hilfiger has created a digital hub that seamlessly blends fashion, technology, and gamification. 

Within this innovative virtual store, fans engage in captivating gamified elements and have the unique opportunity to try on Tommy Hilfiger clothing within each platform. Through the integration of DressX digital fashion and augmented reality, fans can virtually experience and style themselves with the brand’s latest collections, bringing the thrill of fashion exploration to their favorite gaming environments. This thoughtful approach enhances the shopping journey, sparks fans’ enthusiasm, and creates an unforgettable fusion of fashion and gaming.

Another notable mention is Nike’s ‘NIKELAND’ immersive store, taking virtual shopping to unprecedented heights. Since its introduction on Roblox in 2021, NIKELAND has revolutionized the concept of immersive brand experiences. Users eagerly flock to this digital wonderland, where shopping transcends traditional boundaries. 


In NIKELAND, browsing products is just the beginning, as users engage in thrilling games and competitions featuring dodgeball, basketball, and the beloved ‘the floor is lava’ challenge. Nike understands that virtual shopping is about creating unforgettable journeys, where purchasing becomes an immersive adventure, leaving an indelible mark on users’ hearts.

Celebrating Unforgettable Sporting Triumphs

By utilizing cutting-edge technology, these virtual stores allow enthusiasts to relive the most exhilarating highlights and pivotal moments of sporting history. Whether it’s the crowning moment of a championship victory, the raising of a coveted trophy, or the jubilant scenes of fans in unison, virtual stores enable brands to capture and commemorate these iconic events in a way that resonates deeply with die-hard fans. 

The virtual museum presented by the Italian football club Inter Milan is a remarkable example of showcasing history through an immersive and exhilarating virtual experience. The museum pays tribute to the team’s historic achievement of lifting the Scudetto title, marking a remarkable season in the club’s history. 

Inter Milan X Emperia

Composed of carefully curated images and videos from Nerazzurri’s campaign, the virtual space takes visitors on a captivating journey across four different rooms, each offering a unique and compelling theme. Within these virtual spaces, enthusiasts have the unique opportunity to relive the highest points of an extraordinary season, rekindling the emotions and memories associated with those triumphant moments.

Another notable mention is Paris Saint-Germain football club. PSG marked ten years since Qatar Sports Investments’ partnership with the team by collaborating with Emperia to create a remarkable virtual exhibition. This immersive experience takes viewers on a journey through the club’s evolution, featuring a bright and expansive room with two floors, offering stunning views of the Eiffel Tower. With audio and video features, visitors can delve deeper into the celebrations and witness PSG’s remarkable transformation over the past decade. It’s a testament to the power of collaboration and innovative technology, deepening the connection between fans and the club’s legacy.

Paris Saint-Germain FC X Emperia

The Future of Sports Brands and Virtual Stores

The future of sports brands lies in the realm of virtual stores, where innovation and immersive experiences intersect. As we have seen throughout this blog, virtual stores offer sports brands an array of opportunities to elevate the fan experience, build strong communities, tap into the thriving gaming industry, and expand their reach beyond physical limitations.

By leveraging virtual communities, incorporating gamification elements, and seamlessly integrating with other sales channels, sports brands can position themselves as industry frontrunners, captivating fans and leaving an indelible mark. This strategic investment in virtual stores opens up a world of opportunities for sports brands to shape a prosperous future within the sports industry, solidifying their position as leaders and ensuring long-term success.

Discover Emperia’s solutions for the sports retail industry and explore them here to delve into the realm of possibilities.

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