Nike has added a twist to its latest product launch.
The retailer has partnered with gaming sensation Fortnite to launch two new, Nike-clad characters on the game, only available for a limited amount of time.
The ‘skins’ (downloadable character outfits users pay for) are wearing Nike’s Jordan Air Force 1s, available in red-and-black and purple-and-yellow.
The partnership also comes alongside the launch of new game mode ‘Downtown Drop’, where players race through city streets.
For Nike, the completely digital launch does not even include a physical product.
Although it is unclear whether Nike gets a cut of the in-game purchases, with Fortnite now boasting around 250 million registered users, it is certainly a great initiative in brand awareness.
Fortnite is entirely free-to-play but uses microtransactions like the purchase of skins to drive revenue.
Epic Games, the company that created Fortnite, reportedly grossed $US3 billion ($AU4.35 billion) in 2018.
It is not the first time a global entity has tried to leverage Fortnite’s massive reach.
The NFL linked up with Fortnite last year to offer jersey skins from each of the 32 official teams, available with custom numbers.