In January 2022, adidas Originals and Prada joined forces to launch an unprecedented collaboration that brought together the worlds of luxury fashion, sportswear, and digital innovation. This initiative marked a significant entry into the metaverse for both brands, centered around a unique, user-generated NFT project.
The collaboration encouraged global participation, inviting users to submit their own creative contributions, which were then integrated into a large-scale digital artwork, crafted by the renowned digital artist Zach Lieberman. This open metaverse concept emphasized inclusivity and democratized creativity, allowing anyone to be part of this innovative digital experience.
The final artwork, comprising thousands of individual contributions, was auctioned off, with the proceeds going to charities focused on climate action. This not only underscored the collaboration's commitment to sustainability but also showcased how traditional fashion houses can leverage Web3 technology to engage with new audiences and contribute to social causes.
The adidas Originals x Prada Open Metaverse Project stands as a landmark moment in the intersection of fashion, art, and technology, setting a new standard for how brands can collaborate and innovate in the digital age.
WHEN | WHO | WHAT | WHAT WAS THE BENEFIT |
---|---|---|---|
2023.01 | ITM | Creation of adidas /// Studio | Dedicated team started to manage all web3 activations |
2023.01 | ITM | Indigo Herz WC Treasure hunt | Airdrop of 10 Blue Passes to Treasure Hunt Winners |
2023.02 | ITM | Creation of the first Community Counsil | ITM community represented by 15 individuals and closer collaboration with the adidas Web 3 team. |
2023.02 | NFT Paris | NFT Paris 2023 tickets | Discount for ITM holders vs NFT Paris 2023 tickets |
2023.03 | ITM | Metaverse Fashion Week Decentraland - Voted #1 experience (to highlight adidas virtual gear) | Exposure for ITM in Decentraland which received PR headlines and also a free aVG nft by participating in the virtual world. |
2023.04 | ITM / ALTS | ITM Phase 3 Rebrand to ALTs by Adidas (Pfp) | Transition into Phase 3, resulting into a new ALTS NFT |
2023.04 | ALTS | ALTS by adidas - Community Event Berlin | Exclusive access to community party and celebrating ALTS rebrand with the community in Europe. |
2023.04 | adidas Collect | Launch of 1st Residency artist (RAWS) | Early access to the 2 collections and airdrop of the open edition NFT. |
2023.04 | ALTS | ALTS by adidas - Chapter 1: Universal Key Sale & introduction of ALT(er) Egos | Early access to collect preferred ALT(er) Ego and first PFP trait. |
2023.04 | ALTS | ALTS by adidas - Community Event NYC (NFT NYC) | Exclusive access to community party and celebrating ALTS rebrand with the community in the US. |
2023.04 | ALTS | Launch of 2nd Residency artist (Mike Fogg) | Early access to the 2 collections and airdrop of the open edition NFT. |
2023.05 | adidas Collect | Tokenproof integration into CONFIRMED app for digital wallet creation | Introducing token gated access within key adidas touchpoint. Creation of a digital wallet in adiClub. |
2023.05 | ALTS | Indigo Herz Merch Pack (Ftw & Apparel) incl. token gated access for ALTS | Exclusive access to 2 products (FTW + Hoodie) for ALTS holder. |
2023.05 | adidas Collect | Golden Ticket NFT during adiClub Members Week | Access to first Golden Ticket NFT |
2023.05 | ALTS | X Rebrand from Indigo Herz to ALTS | Exposure for adidas ALTS community, with new naming and dedicated channel. |
2023.06 | ALTS | Chapter 2 - Rift Valley Motel Coins & Vending Machine | Airdrop of 3 RVM coins to ALTS holders to get exclusive access to 2nd pfp trait: facial traits. |
2023.07 | adidas Collect | adidas Originals x BAPE - Limited Edtion Sneaker Auction (Forum Triple Whites - only 100 units globally) | 10% discount on auction bids for ALTS holders |
2023.09 | adidas Collect | Global launch of 'Residency' - Artist in residency program to support upcoming & emerging artists | Exposure for adidas Web 3 in Asia. |
2023.09 | adidas Collect | Launch of 3rd Residency artist (Monkeemoto) | Early access to the 2 collections and airdrop of the open edition NFT. |
2023.09 | adidas Collect | Launch of 4th Residency artist (DearNostalgia) | Early access to the 2 collections and airdrop of the open edition NFT. |
2023.10 | ALTS | ALTS by adidas: Chapter 3: Trait Swapping and Upgrades (related to 2nd pfp trait) | Exclusive access for ALTS holders to swap traits during a limited time window. |
2023.10 | adidas Collect | NFT integration into main adidas Originals x Moncler campaign | Claim of a free NFT (Digital NMD Boot) via the Confirmed app. |
2023.11 | adidas Collect | adidas Football x Bugatti - Limited Edtion Football Boot NFT Auction (X Crazyfast - only 99 units globally) | 10% discount on auction bids for ALTS holders |
2023.12 | ALTS | 2Y Anniversary Celebration + 2023 Recap | ALTS holders can claim a POAP |
2023.12 | adidas Collect | ALTS by adidas: Year End Giveway - 12 days of giveways | Access ALTS holders to various adidas products in a year end giveaway. |