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The hoodie is exclusive to Adidas.
The image is from Adidas.
The NFT game is being played by Adidas. The Into the Metaverse line of NFTs will offer buyers access to a very exclusive fan club. NFT holders will be able to purchase special merch drops, and Adidas says members will help to shape what kinds of products and experiences the company puts together for its NFT-owning community.
The senior director of digital growth at Adidas says that the company is in the metaverse. We want to figure out what would be the best thing to do in that space and how we should manifest ourselves in the virtual world.
The launch came after a couple weeks of hype from Adidas. The company launched digital token last month, which will give holders early access to the NFT drop, and a couple weeks ago, it began to use the term metaverse. The ape Bored Ape was given a custom Adidas tracksuit and was bought by Adidas.
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A close-up of a hoodie.
The image is from Adidas.
The NFTs will be available for sale on the Adidas website from December 17th. Adidas declined to say how many NFTs would be sold, and whether the company would receive royalties on NFT resales. The company was unable to give a description of what Into the Metaverse NFTs will look like before the story was scheduled to be published.
Adidas products and experiences will be accessible to NFT buyers. The physical goods will include the tracksuit worn by Indigo, a hoodie with aBlockchain address, and an orange beanie. The Bored Ape Yacht Club, the highly sought-after NFT collection, Punks Comics, and GMoney are all collaborating on the merch. The beanie is supposed to be worn by GMoney.
Over time, we add value to the community that you belong to.
The VP of marketing for Adidas says there will be other experiences. The intent is this thing, this NFT, you belong to a community, and we continue to add value to that over time, and it will evolve with what we are learning about the community.
It is a familiar formula for the NFT space. NFT project creators will tell you that the real value of their token comes from building a community around them and developing a roadmap to deliver new experiences. It is new to see a major company jump into the field.
There is a lot of opportunity for Adidas. Streetwear enthusiasts are already used to competing to get limited-run product drops, and Adidas has an app called Confirmed, for selling special runs. The Into the Metaverse NFT series has a new way to offer those kinds of drops.
The NFT space already operates like a high-end brand like Supreme. One of the key privileges of owning a Bored Ape Yacht Club NFT is access to exclusive merch drops, which can be found on eBay for hundreds of dollars beyond their sale price.
It was only a matter of time before an actual brand got in on the action. Nike bought a company that makes NFTs and virtual sneakers this week.
