GM DOers!

Adidas has been a global culture leader for decades. 👟

So in a way, it’s no surprise that they’ve had so much success in web3 which is as much a cultural movement as it is a tech movement.

But how did they do it? 🧐

How did they exceed $184m in total sales volume driving over $11m in revenue?

What has enabled them to build a community with over 57,000 unique holders across 5 collections?

The Adidas Web3 Playbook

Today we’re breaking down the steps Adidas took to build one of the most engaged communities in web3.

Here’s a simplified version of the Adidas web3 playbook:

Step 1: Join an existing Web3 Community
Step 2: Distribute a free NFT to your most loyal fans
Step 3: Create a Twitter account dedicated to web3 efforts
Step 4: Launch phase 1 NFT collection with allowlist given to holders of existing communities
Step 5: Give holders utility and use a burn mechanism 🔥 to continually capture the attention
Step 6: Make identity part of your community with a PFP, use traits to create sub-communities and add more utility through rarity
Step 7: Use Tokenproof to provide exclusive access to your holders 🔑

📆 Here’s a timeline of what Adidas did step-by-step:

Joined one of the strongest web3 communities by purchasing BAYC #8774 (Sept 2021)
Distributed a POAP to their most loyal fans (Nov 2021)
Created a Twitter account dedicated to their web3 efforts (Dec 2021)
Launched Phase 1 (their first collection) of 30,000 NFTs with the majority of the collection reserved for Adidas POAP holders and BAYC/MAYC holders along with a few other communities. (Dec 2021)
Gave NFT holders the opportunity to claim physical apparel and burn their Phase 1 NFT into a Phase 2 NFT. (April 2022)
Airdropped another NFT (the Impossible Box) to all their holders. (June 2022)
Enabled Impossible Box holders to burn their NFT in order to randomly be given one of 16 digital wearable NFTs. (Nov 2022)
Gave Phase 1 and Phase 2 NFT holders the opportunity to burn their NFT in order to claim an ALT by Adidas. (March 2023)
Enabled ALT holders to connect their wallet to the Adidas CONFIRMED app through Token Proof giving them access to buy limited edition apparel only for ALT holders. (April 2023)
ALTs reveal into PFPs based on 8 traits and ongoing utility given to holders such as access to physical and virtual products, ticket for events and more. (Date TBD)

Not only did Adidas deliver an incredible experience filled with digital and physical products, but they also wrote the best playbook I’ve seen for brands to follow when entering web3. 🥇

Let's break down each step by looking at the results onchain so we can see what they did and learn how any brand could implement this playbook. 👇