Adidas has announced its next collection will be a mix of digital and physical items, and will be sold as NFTs produced with collaborators such as Bored Ape Yacht Club.
Titled Into the Metaverse, the collection will comprise virtual wearables that buyers can use in online platforms, but also the physical clothing to match.
It is Adidas' first collection of NFTs, or non-fungible tokens ? essentially, digital collectibles with proven authenticity. The brand created the collection in partnership with some of the most well-known personalities in NFTs: Bored Ape Yacht Club, gmoney and the Punks Comic creators.
Adidas' collaborators on Into the Metaverse include Bored Ape Yacht Club, which makes ape avatars
Adidas is positioning the launch as a way to engage with fans and join "the forefront of creativity". "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.
Adidas chief digital officer Scott Zalaznik said that blockchain technology, which records the unique signature and ownership of NFTs, presented a great opportunity for brands.
Another collaborator is gmoney, a leading NFT collector
"Blockchain is one of the most innovative technologies of this generation," said Adidas chief digital officer Scott Zalaznik. "We see it unlocking boundless potential...