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This week’s web3 brand headlines have me feeling like:
Yesterday, adidas announced a collaboration with Moncler through an immersive online experience: The Art of Explorers.
The scrolling experience took visitors into a futuristic environment that reimagines what a lookbook could be, I suggest you check it out.
The end of the experience takes users to a limited-edition Moncler x adidas NFT.
Clicking on the claim CTA takes users to a landing page that provides more details.
TLDR from the website and Discord:
The NFT has a supply of 3,000 and was free to claim earlier this morning
The collaborative NFT ‘evolves through the adidas web3 ecosystem’. TBD on how that works.
Able to be traded on secondary markets
In order to claim the NFT, you need to have the adidas CONFIRMED app, an adiClub account, and an Ethereum wallet connected to the CONFIRMED app
The drop was separated into at least 3 regions: US, EU and ROW (rest of world). Each region had a preset supply.
There were anti-bot and anti-sybil (multi-account) measures in place on the backend. Accounts that don’t pass this validation will be rescinded and added back to the supply for the public to claim.
The NFT will be added to wallets in the next 5 days. adidas works with Tokenproof to connect the wallet to adidas account.
I was fortunate to grab one of these, so if anything notable happens I’ll report back.
What are some takeaways from this collaborative NFT drop?
Product launches are becoming experiential and will include multiple steps
This doesn’t come as a surprise, but we’re starting to see the definition of brand experience broaden even more, web3 or not. With Moncler x adidas, we see the collection launch as a:
[Active] Digital experience that is also a lookbook
[Active] A claimable NFT
[Active] A NFT that may evolve depending on the actions a user takes
[Passive] A NFT in your digital wallet
[Passive] A NFT that is also an ad (Moncler x adidas)
Engagement has always been a multi-step process, from awareness to action (ideally a monetary transaction). A user that doesn’t make a purchase isn’t as valuable as a user that does, but isn’t valueless either.
Product launches and collaborations will be commemorated via NFTs
When I was setting up my adidas linked wallet in the profile tab, there was a dedicated section to showcase adidas NFTs. Although I haven’t received my Moncler collectible yet, it’s clear there this profile section will have the added dimension of being a showcase.
Every collaboration launch, product launch, or anniversary reward can become a NFT shown in the profile. Some of these are tradeable, others may function as a promo code, and others can unlock special access to a product release.
Onchain + Offchain profiles create personalized experiences
With the web2 + web3 connected experience, there is the opportunity for experiences to be even more personalized.
With more NFT drops and a connected wallet, adidas can tell:
If I’m someone who chases digital collectible launches, adding to my adidas NFT collection (they know the carrot that incentivizes me to take action, even if it doesn’t lead to a purchase). This is me most of the time lol.
If I’m a fan of a particular brand, eg: I purchase a Moncler x adidas NFT off secondary
If I own NFTs from other brands and make inferences from that, essentially a digital brand loyalty graph
The integration of this experience into the CONFIRMED app shows adidas’ commitment to web3. There will likely be more of these experiences on the horizon 👀
Do you know how many stripes adidas has? If you don’t, share this with 3 people!
When it rains, it pours and Nike is no different. Earlier this week, .SWOOSH announced the Air Force 1 TINAJ (This Is Not A JPEG), and yesterday RTFKT announced details for the RTFKT x Nike Dunk Genesis.
What is the timeline and details of the launch?
October 18-30: RTFKT x Nike Dunk Genesis Forging (redemption for digital to physical)
October 31-November 7: RTFKT Skin Vial EVO X evolution. RTKFT Skin vials are like skins on a character, but for digital sneakers.
November 8-13: RTFKT Skin Vial EVO X Forging Event
November 18-19: RTFKT x Nike Dunk Genesis VOID edition pre-sale launch at ComplexCon
November 20: RTFKT x Nike Dunk Genesis VOID edition online pre-sale launch (credit card payment accepted)
Comes in 3 limited-edition colorways based on NFT ownership. Dunk Genesis owners get guaranteed access to all 3 during the Forging Event. One of them will be available to the general public.
Retail price of $222
I know, this is probably what you’re thinking:
Oops, let me give you a few more dates:
RTFKT x Nike Air Force 1 will be shipping this month. If you’re unfamiliar, learn more about this release here.
RTFKT shipped the Cryptokicks iRL and released the CryptokicksIRL app last month
What’s the point? RTFKT and Nike have been batching their announcements together to create a groundswell of interest, just like .SWOOSH did with the Our Force 1 sale and partnership announcements.
This time those announcements are coming to your doorstep, not just your crypto wallet.
Today Starbucks Odyssey launched a new set of stamps, The PSL Collection.
How does this mint work?
Members can purchase up to 4 stamps, one of each kind
Each stamp is worth 250 points in the loyalty program
Stamps cost $20 each
At a later date, there will be a Blend and Roast burn mechanic. People who hold all 4 stamps can redeem them for one Venti stamp with a bonus 500 points (increasing the point total from 1,000 to 1,500).
Putting all the Stamp drops (excluding Journey stamps) together, we’re able to get a better idea of what the Odyssey team is testing and learning:
Some food for 🧠 for larger brands exploring NFT sale mechanics.
In my last piece, I covered The World’s Largest (TWL) and their unique mint mechanic. Well, they pulled a Mr. Beast and gave all the mint proceeds away to a lucky minter.
That’s one way to grab the industry’s attention, they certainly have mine. I’m look forward to what the team does next.
See you next week!
