Adidas will put a foot in the world of the metaverse by launching its first collection with NFT, these certified digital objects that are shaking up the cultural market and around which the big brands crowd.

The metaverse is "the vanguard of creativity" and "it is natural for Adidas Originals to enter it," said Erika Wykes-Sneyd, vice president of marketing and communications for the brand, quoted Thursday in a statement.

From Friday, the Adidas Originals brand will market NFTs that can be purchased in cryptocurrency, which will initially give “exclusive access” to digital accessories that can be used in the video game

The Sandbox

.

Related physical products, such as a specific sweatshirt, will also be available for sale for members of this restricted club who will have acquired these NFTs for 0.2 ETH (Ethereum, or nearly 700 euros) each.

The new goose that lays golden eggs on the contemporary art market

The “metaverse”, a contraction of meta-universe, designates a network of interconnected virtual spaces, sometimes described as the future of the internet.

The interest of the big brands for the metaverse is more and more marked since Facebook announced at the end of October that it wanted to make this space its new business project.

Almost unknown just a year ago, NFTs (“non-fungible tokens” or non-fungible tokens in French), are certificates of authenticity and ownership based on “blockchain” technology, a tamper-proof system that also authenticates transaction transactions. 'cryptocurrency exchanges.

For some, they represent the new goose that lays the golden eggs of the contemporary art market and in a few months have become essential auction houses, reaching prices of several million dollars for a few rare pieces - the record going to the fully digital work of the American artist Beeple with 69.3 million in March at Christie's.

The rush for NFTs

Adidas is not alone in rushing towards this new digital horizon.

Its American competitor Nike announced on Monday the acquisition of RTFKT (pronounced “artefact”), a digital fashion start-up which also relies on the blockchain.

The French video game giant Ubisoft for its part also markets NFTs which, for example, allow a player to acquire a unique weapon or vehicle with its own serial number that can be used in a game.

For its arrival in the metaverse, Adidas has teamed up with respected names in the crypto community, such as the Bored Ape Yacht Club, one of NFT's most important collections, bringing together 10,000 “tokens” linked to unique images of monkeys, sold at over $ 200,000 per unit.

Culture

NFT: Mercilessly stolen artists, welcome to the other (dark) reality of crypto arts

Culture

Booba launches into NFT with digital maps and an exclusive clip

  • NFT

  • Bitcoin

  • Virtual currency

  • Style

  • Adidas

  • 0 comment

  • 0 share

    • Share on Messenger

    • Share on Facebook

    • Share on twitter

    • Share on Flipboard

    • Share on Pinterest

    • Share on Linkedin

    • Send by Mail

  • To safeguard

  • A fault ?

  • To print