As a confluence of technologies like NFT, block chain gamesvirtual and augmented realitiesand digital fashion, the metaverse unites the physical and digital worlds.
Metaverse innovation, particularly through the use of NFTs as a conduit, opens up endless possibilities for fashion brands.
In this article, we’ll follow in the footsteps of the top sportswear brands in the metaverse so far and explore which paths they’re following to shape the future of the fashion brand.
Nike acquires RTFKT studio
On December 13, 2021, Nike acquired the studio rtfkt, pronounced artifactwho creates sneakers and collectibles for the metaverse.
the studio had collaborated with well known NFT artist Fewocious in a series of virtual sneakers. The collection, posted on Niftygateway, it depicted three shoes with Fewocious’s signature designs. Each edition came with the ability to redeem a physical pair of sneakers six weeks after release.
During the seven-minute open edition, more than 600 pairs were sold and $3.1 million was raised.
Another milestone in the trajectory of RTFKT is the punks Project. It was only open to owners of the legendary Cryptopunks project and allowed them to create digital sneakers featuring their Cryptopunks.
For example, rapper Jay Z he has punk shoes generated through your cryptopunk #6095. In total, 10,000 unique sneakers were generated in the project. All punk sneaker NFT owners were eligible to redeem a physical pair of sneakers.
One of the most notable RTFKT projects so far is the CloneX collection.
What is the RKTFKT CloneX collection?
RTFKT is a 3D anime avatar project in collaboration with famous Japanese artist Takashi Murakami. The avatars’ eyes, mouths, helmets, and clothing incorporate their iconic designs. The genesis drop included 20,000 avatars NFT with over 300 traits. According to oddity trackerthe weirdest avatar is CloneX #729.
CloneX #729.
CloneX NFT owners will get 3D avatar model files to use on different metaverse platforms. It will be possible to use the avatars as AR filters in the camera, in zoom meetings and games. Owners will also have special access to exclusive CloneX experiences. It will also be possible to customize avatars with unique clothing in the future.
RTFKT built several other associations. Along with designer Jeff Staple, who created the iconic Nike sneaker “Paloma Dunk Low Pro SB”, threw a NFT slippers collection. The collection consists of three types of NFT shoes compatible with the Decentraland metaverse.
Another association was with loopify about him Capsule Gap Dripping project, where 18 artists created their own version of a custom model inspired by the between drip character.
Under Armor collaborated with legendary basketball player Stephen Curry
Under Armor took its partnership with basketball player Stephen Curry a step further by bringing the digital replicas of the sneaker Curry wore when he broke the NBA’s all-time record for 3-point shooting. The Genesis Curry Flow Collection Featured 2974 NFT sneakers with a mint price of $333, with the entire proceeds being donated to sports charities.
These shoes are multi-platform; will be usable in Decentraland, Gala Games and the Sandbox metaverse. Also, in Gala Game’s farm simulation game city starNFT owners will be able to earn in-game rewards.
Adidas Hosted a POAP Event and Partnered with Crypto Pioneers
Adidas first entered the metaverse by rewarding its most loyal fans with a POAP event. POAP is an attendance test protocoll which allows event organizers to distribute NFTs to their community.
Attendees collect these NFTs as badges to show that they participated in that event.
As Adidas shared on the event description page, the token “adidas Originals: our future started here” shows that the possessors were there from the beginning of the journey of the Adidas metaverse. Adidas first informed members of the confirmed application about the POAP, which claimed the most tokens.
adidas originals
The total offer is 3,459, and it offers benefits for its holders. For example, they were given early access to the “Into the Metaverse” drop, described below.
Shortly after the POAP event, Adidas collaborated with the NFT pioneers Bored Monkeys Yacht Club, punk comicY money to get into the metaverse. The collection goes by the name “Into The Metaverse” and includes 30,000 editions of a single NFT called adidas Originals: Into the Metaverse (Phase 1). It is an ERC-1155 token.
The initial selling price was 0.2 ETH which, at the time of writing, has already jumped to 1.11 ETH. The NFT collectible grants holders access to exclusive physical merchandise at no additional cost and ongoing digital utility.
Phase 1 refers to the beginning of the collection. There will be four phases during which holders can redeem physical products by verifying ownership of NFTs.
When adidas Originals: Into the Metaverse (Phase 1), owners redeem the physical product, their NFT will be burned and they will receive a new NFT called Phase 2. This will continue in a similar fashion until the fourth phase. When holders redeem the physical product in the final phase, they will receive the Phase 4 NFT (ERC-721). It will not be possible to redeem another physical product with this token.
Adidas also has a partnership with the sandbox game. The company bought land in the Sandbox’ Metaverse, and they are developing the “a diverse” project together.
Averse to someone? 🤔
What should we build together at @TheSandboxGame? ⬇️ https://t.co/VbAdIi9cxN
— adidas Originals (@adidasoriginals) November 22, 2021
New Balance filed trademark applications for virtual goods
As of January 13, 2021, sportswear brand New Balance has filed three trademark applications that aim to enter the metaverse. The trademarks will allow the company to produce virtual goods, including footwear, apparel and accessories, and sports equipment; sell them in virtual retail stores and use these products for online entertainment purposes.
New Balance reaches the metaverse.
The company has just filed 3 trademark applications (on January 13) claiming the intention to sell NEW BALANCE brand virtual shoes, clothing and sports equipment. #newbalance #Metaverse #Virtualworld #web3 pic.twitter.com/Pk9SccvkYP
— Josh Gerben (@JoshGerben) January 18, 2022
Final Thoughts: Sportswear in the Metaverse
Nike, Adidas, Under Armor, and New Balance aren’t the only sportswear pioneers in the metaverse.
Diesel launched a digital sneaker prototype available as NFT.
ASRV released a collection made up of 60 NFTs and gave them away to the first 60 customers who bought their special edition winter jacket.
Cougar filed a trademark application hinting at the sale of virtual goods.
As the biggest sports (and fashion) brands enter the metaverse, we’ll learn exactly how their customers extend their patronage to the digital frontier. So far, it appears that digitally-savvy sneakerheads and sportswear folks are collecting NFTs with the same enthusiasm as physical material objects. We’re still in the early stages of sportswear in the metaverse, so keep an eye out for new partnerships as they come along.
Source: coincentral.com