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.