Adidas Originals has launched its very own non-fungible token collection ‘Into The Metaverse’. The collection’s sale starts through the company’s official online portal. With this, the sports footwear brand has joined rival Nike. A minimum 9,620 of Adidas NFTs are reserved for general sale.
Erika Wykes-Sneyd, marketing, and communications vice-president, Adidas Originals, said this is part of their ambition to celebrate ideas that are defining a new age of originality. “We have landed at the forefront of creativity, which is the open metaverse,” the executive said. “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.”
Scott Zalaznik, the chief digital officer at Adidas, believes blockchain technology is one of the most innovative technologies of this generation. “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.”
NFT pioneers gmoney, PUNKS Comic, and Bored Ape Yacht Club each help guide Adidas Originals Into The Metaverse. The brand has also bought a Bored Ape Yacht Club NFT, named Indigo Hertz. Doing so, Adidas Originals has joined one of the most active communities in the NFT space.
Gmoney said it is refreshing to see a culturally influential brand like Adidas Originals work so closely hand-in-hand with the NFT community. “At every step, they have included the right partners from the crypto, metaverse, and NFT community, and listened to their thoughts at an early stage.”
The sports brand recreated Gmoney’s orange beanie to be featured digitally in the Punks Comic, and physically as an item of clothing. Adidas Originals has also reimagined the celebrities as 3D avatars to be featured in a video teasing the collaboration. Furthermore, it has acquired a plot of virtual land inside The Sandbox. Adidas Originals is working towards filling this with exclusive content and experiences.