HERZOGENAURACH.- Today, adidas Originals marks its intent for Web3 with its first NFT drop of digital and physical products. Known for celebrating ideas and partnering with creators at the cutting edge of originality, the brand’s journey into the Metaverse is inspired by and presented in partnership with some of the most influential icons of the NFT community.
Created with NFT pioneers Bored Ape Yacht Club, gmoney and the team behind PUNKS Comic, the collection leans on the expertise of these Metaverse communities as they welcome adidas into the new digital dimension. Honoring the creators at the forefront of a revolutionary cultural space, owners of the NFT - on sale December 17 - will receive exclusive access to adidas Originals experiences and product.
The NFT will provide access to virtual wearables for blockchain-based gaming world, The Sandbox, plus physical product to match; a hoodie, a tracksuit and gmoney’s iconic orange beanie. The brand has also purchased a Bored Ape Yacht Club NFT, named Indigo Herz, to join one of the most fervent communities in the NFT space.
Leading up to the launch, adidas CONFIRMED members were given the chance to redeem a POAP (Proof of Attendance Protocol) NFT status badge, commemorating their presence at the start of the brand’s Metaverse journey.
The four-way collaboration was then celebrated in both digital and physical versions of PUNKS Comic Issue 2, featuring Indigo Herz, gmoney and CryptoPunk Courtney styled in the collection; all available physically to owners of the NFT.
“It’s so refreshing to see a culturally influential brand like adidas Originals work so closely hand-in-hand with the NFT community,” said gmoney, who has been working closely with the brand behind the scenes. “At every step, they’ve included the right partners from the crypto, Metaverse and NFT community and listened to their thoughts at an early stage.”
“As part of our ambition to celebrate ideas that are defining a new age of originality, we've landed at the forefront of creativity, which is the open Metaverse,” said Vice President of adidas Originals Marketing and Communications Erika Wykes-Sneyd. “It's a natural place for adidas Originals to enter: a wild world where possibilities are truly limitless and where anyone can express and be rewarded for their most original ideas.”
Cementing the brand’s support of this boundary-pushing community of creators, adidas acquired a plot of virtual land inside The Sandbox, which it is working to fill with exclusive content and experiences. The brand’s digital assets will be secured in partnership with Coinbase, a leading crypto-exchange.
"Blockchain is one of the most innovative technologies of this generation. We see it unlocking boundless potential to connect with our members" says Scott Zalaznik, Chief Digital Officer at adidas. "The foundation we are building with Web3 will lead to new creative opportunities for partnerships, engagement through digital goods and a path towards a more inclusive future."
