Adidas will launch a collection of products in NFT

Après Nike, une autre marque de sport affirme son intérêt pour le métavers. Adidas va proposer des vêtements virtuels, dédiés à ce nouvel espace plébiscité.

The sports giant Adidas will set foot in the world of the metarers by launching its first matching collection of NFT, these certified digital objects that upset the culture market and around which the big brands are crowded.

The metavers is "the avant-garde of creativity" and "it is natural for Adidas Originals to enter it", explains Erika Wykes-Sneyd, Vice-President Marketing and Communication of the brand, quoted Thursday in a press release.

The Adidas Originals brand will sell from Friday NFTs purchaseable in cryptocurrency which will initially give "exclusive access" to digital accessories usable in the video game The Sandbox.

Linked physical products, such as a specific sweatshirt, will also be available for sale for members of this limited club who will have acquired these NFT for 0.2 ETH (Etherum, or nearly 700 euros) per unit.

Virtual products

Adidas va lancer une collection de produits en NFT

The "metarers", a meta-universe contraction, designates a network of interconnected virtual spaces, sometimes described as the future of the Internet.

The interest of major brands for the metarers has been increasingly marked since Meta (new name of Facebook) announced at the end of October wanting this space for its new business project.

Almost unknown another year ago, the NFT ("non-fungible tokens" or non-fungible tokens in French), are certificates of authenticity and property based on "blockchain" technology, an inviolable system that also authenticates transactions of transactions'Cryptocurrency exchanges.

They represent for some the new hen with golden eggs of the contemporary art market and have become in a few months essentials of auction houses, reaching prices of several million dollars -the record returning to the work entirelydigital of the American artist Beeple with 69.3 million in March at Christie's.

More and more brands are launching

Adidas is not alone in rushing to this new digital horizon.Its American competitor Nike announced on Monday the acquisition of RTFKT (pronounced "artefact"), a digital fashion start-up which also rests on the blockchain.

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

Sur le même sujet

For his arrival in the metarers, Adidas has teamed up with respected names in the crypto community, such as the Bored Ape Yacht Club, one of the most important NFT collections, bringing together 10.000 "tokens" linked to unique images of monkeys, sold to more than 200.000 dollars per unit.

Victoria Beurnez avec AFP