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Adidas and Bored Ape Yacht Club NFT Project Partnership

Adidas and Bored Ape Yacht Club NFT Project Partnership
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Welcome to the Wild West. On December 17, adidas in metaverse 29,620 NFTs – non-fungible tokens – were sold with digital artist Gmoney, Bored Ape Yacht Club and Punks Comics last December 17, with collaborators generating more than $22 million in sales by afternoon. They did not sell a single shoe.

adidas Yacht Club / Bored Ape

“It is very refreshing to see a culturally impactful brand like Adidas Originals working alongside the NFT community,” Ghamouni said of working closely with the brand behind the scenes. “At every step, they included the right partners from the crypto community, Metaverse, and NFT and listened to their ideas at an early stage.”

No matter how quirky or new, NFT has become an established part of commercial art and culture only in the last year. Essentially, an NFT is a digital receipt that certifies the unique ownership of a digital asset. NFT gives individual control over online objects. This can include paintings, animations, and videos as well as personal graphic items such as shoes, shirts, and other equipment. in metaverseFor example, it offered an online membership to equipment and tokens for a very exclusive fan club associated with special merchandise drops.

This NFT resides in Shared Realms – the set of metaverse platforms that developers hope will lead to Web3 – the third iteration of the Internet. NFTs are one of the pillars of this vision to reshape the Internet into a more collaborative space. Adidas, now a leader in Web3, encourages members to shape products and experiences for its broader metaverse community.

“As part of our ambition to celebrate the ideas that define a new era of authenticity, we have put us at the forefront of creativity, the open Metaverse,” Erika Wykes, Vice President of Marketing and Original Communications at adidas Erika Wykes-Snead said. “It’s a natural place to enter adidas Originals: a wild world where the possibilities are truly limitless and where anyone can express and reward their original ideas.”

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This debut started in partnership with already established brands such as Bored Ape. The digital creators started with 10,000 NFT monkey avatars last year, all featuring different “personalities”. Original cost? 71 Ether, or about $267,000. Members include Eminem, Jimmy Fallon, Steph Curry, and Snoop Dogg.

broke down: Tweet embed Just bought BAYC #9055 for 123.45 ETH ($461,868.42) pic.twitter.com/UvQFntDa8Q

And[مدش]. m0rgan.ethᵍᵐ 💎🙆🏼♀️🆘 (@helloimmorgan) December 31, 2021

Adidas opened this platform to the proletariat in mid-December, providing tickets to the club for about $ 765. This level of reach is what Branding Strategist Anne Olderough has raised about the capabilities of Web3.

“My view is an enormous world of falling frontiers,” said Anne Olderough, Vivaldi’s brand strategist.

Vivaldi, a large, independent global strategy and business transformation firm, spoke to The Manual to connect Vivaldi CEO and Founder Erich Joachimsthaler’s vision of the metaverse as an opportunity for the company’s clients to transform and succeed in this new digital world. Joachimstaler in his book, The Domain of Interaction, posits a shift from competition and disruption to cooperation, engagement, and interaction, focusing on interactions rather than transactions.

“metaverse is better suited to building the community that is at the core of human endeavor. Nike doesn’t sell sneakers. They create an opportunity for someone to express themselves and create a life free from the limits of the physical world,” Olderug said.

Material things lose resonance as limitless creative opportunities emerge.

“In the traditional pipeline of business models, I’m trying to sell you something,” Olderug said. “(Metaverse) platforms derive value not from transaction, but from exchange across the ecosystem. It is an ecosystem that is not controlled by players, but engages and generates broad models.”

Olderog has more than 20 years of branding experience with Fortune 500 companies, has authored a book on Barack Obama’s branding of postmodern politics, and has written award-winning work on changing cultural values ​​and emerging societal trends in the internet age, particularly the opportunity that Web3 offers.

“The barrier of equality and the obstacle it represents in our society and our world. In the Metaverse, there is the opportunity for a completely open playing field. Everyone is welcome.”

For Olderog, the blockchain enables complete transparency about the origins of products and participants, and open communication that eliminates the need for gatekeepers to the internet.

“The opportunity with Web3 is to create better communities – how to get the right people into the conversation and get the wrong people out,” Olderog.

There is endless opportunity for self-expression and building a new culture – as long as you have a reliable internet connection and initial funds to invest.

Read more: Nike dives into the Metaverse with this virtual shoe company

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