Sports apparel company Adidas has officially launched Originals: Into the Metaverse, a non-fungible token (NFT) collection in partnership with NFT collections Bored Ape Yacht Club (BAYC), PUNKS Comic, and crypto influencer gmoney. A total of almost 30,000 NFTs will go on sale at a fixed price, with 20,000 available for early access sales to owners of the partner collections.
Whether NFTs have gone mainstream or not is still up for debate. However, it is undeniable that launching digital collections has become a trend among leading brands, and there’s a lot of buzz around it across industries.
For a while now, Adidas has positioned itself as a brand that welcomes and embraces innovation and makes an effort to keep up and be a part of pop culture. Considering its branding and the development of the NFT industry over the last couple of months, it would be plausible to expect Adidas to be at the forefront and provide a blueprint for how brands can use this digital tool for engagement.
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