DIOR has unveiled its B33 sneaker range that will launch later this week. Each physical sneaker includes an NFC chip tied to a non fungible token (NFT) digital twin on the blockchain, which acts as a certificate of authenticity. However, the NFT will also unlock “dedicated services” although there’s no commitment to providing rewards. Like several other brands, no mention is made of NFTs or web3 apart from a reference to the Ethereum blockchain in the product details. That could be because these are physical shoes and may not have future functionality.
The shoes feature designs by Kim Jones, DIOR Homme’s creative director. The first sneaker to launch is priced at €1,200 and limited to 470 pairs. The next three design variations will have the same number of limited editions but with a price tag of €990. Three more designs will go for €890 but are not limited edition. The figures are similar to pricing of other conventional DIOR sneakers.
However, the description of “dedicated services” is limited and there’s no commitment to rewards in future. It only offers authenticity, details about the manufacturing process, as well as notification about future sneaker launches. Typically that enables owners to be whitelisted for other exclusive drops, but there’s no mention of that.
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