Adidas announces first NFT drop of digital and physical products
adidas has officially entered the metaverse
earlier in December, adidas originals teased his entry into the metaverse, and now the sportswear giant has announced its first TVN drop of digital and physical goods created in collaboration with yacht club Bored Ape, pixel vault PUNKS comic book and crypto investor gmoney.
NFTs will provide access to virtual clothing for the blockchain-based gaming world the sandbox, as well as corresponding physical products for NFT owners in 2022. the collection is called âin the metaverseâ and is on sale today (December 17, 2021) on the adidas website here.
“We recreate what we do in the physical world”, says andrea nieto, future senior designer at adidas.‘what really excites me is how we’re going to start to separate and even eliminate gravity when we think of a piece of clothing and how it drapes and then the aesthetic that tells us about the fitness of a product. we want to be more digital explorers and be more attentive to the world with everything we do with physical products, because we know the impact on the planet and we are committed to minimizing it.
images courtesy of adidas
gordon gor and gargamel, co-founders of the yacht club bored apes, comment on the collaboration: âAdidas has a long history of iconic moments and cultural change. By embracing the open metaverse, adidas signals a shift in the granting of participations to communities that participate in sport and culture. we hope this marks a shift in brands inviting designers to pioneer with us. ‘
“I love how organically this has happened”, says Pixel Vault founder Sean Gearin (GFunk). ‘it was always about exploring this new space, a new opportunity, a new way of expressing yourself. the team here have been equally curious every step of the way. watching the narrative change and shape a project together has, I think, been a true reflection of our collective beliefs and what we all see for the future of this kind of decentralized metaverse, whatever it is.
gmoney adds, âWe’ve seen a lot of rallying around what adidas has been up to in terms of people creating their own iterations and fan art. I think if people weren’t happy with what’s going on, you wouldn’t see this surge of love. not just NFT but as in culture too, this is a monumental shift in strategy from a great brand that everyone recognizes in the world. and for me that’s super cool, because adidas is leading the way for other brands to follow suit. ‘
adidas first NFT collection goes on sale today (December 17, 2021)
âThe opportunity with the metaverse is that it creates endless possibilities for us to connect, create and belong. and it is above all this part of belonging that we focused on at the start. it has been a huge learning journey for us at adidas, working with the communities around gmoney, pixel vault and the bored apes yacht club. these communities do not collect supercharged tokens, they have a stake in the future of this community, and I think we can learn something about it â, notes tareq nazlawy, senior digital director at adidas.âWhen we think about the role we can play as a brand to be that trusted friend of our members who want to join this space. in essence, how can we help our current members, be educated, informed and show them the way? “
“We have entered the new era of originality, we said from the start that if we were to be the brand that was going to represent, represent and help advance the values ââof this new generation in the world, then we must go at the speed of culture. it goes back to adidas tenets, where we embrace the edge, open the door to novelty and act with rebellious optimism, ‘ says Erika Wykes-Sneyd, vice president of communications for the adidas Originals brand.
wykes-sneyd continues, âWe crafted these principles in April, at the same time as we were studying the values ââof web3 which really holds and galvanizes the community around this new open metaverse environment. and the two were so parallel that we thought we had to organize originals to participate with this new generation. this is where people spend their time, how they want to express themselves and what will force brands to act in a way that no one is comfortable with yet, and it’s already in our DNA to be a real collaborative brand. we would be the first, we would be ambitious, we would lead the way in a fair, just and inclusive way.
Last name: in the metaverse
collaborators: bored monkey yacht club, PUNKS comic, gmoney