Retail Dive: Adidas Introduces ‘Virtual Gear’ for the Metaverse
To speed up its "community-based, member-first, open metaverse strategy," Adidas on Wednesday launched a new product category for virtual gear. Adidas' first non-fungible token collection of virtual wearables ushers in a new era for the company. The company has announced that its 16-piece Adidas Originals collection is now available at www.adidas.com/metaverse.
Each item of clothing is made with virtual avatars in mind and can be used in a variety of different virtual environments. The company explained that this meant that "Virtual Gear" was prepared for "all frontiers of Web3."
"We're laying down a marker in this new age of originality," said Erika Wykes-Sneyd, Vice President of the Adidas Three Stripes Studio. "One that unquestionably serves the community, heroes the purveyors and collectors of emerging style and culture, benefits the value creators, and supports the diversity of expression and utility that blurring virtual worlds has enabled us to explore."
The limited-edition products from Bored Ape Yacht Club, Gmoney, and Punks Comics are part of the NFT wearables collection, which went live on Wednesday. They can be purchased through "relevant NFT marketplaces." Customers with a Capsule NFT from Adidas's Capsule NFT Collection have the option to trade it in for a new wearable of Adidas's choosing. Future users of the Adidas Virtual Wearables and comapatible partner collections will have access to a tool that allows them to outfit their NFTs in Adidas virtual clothing.
According to Nic Galway, Senior Vice President of Creative Direction for Adidas Originals, "as a brand, Adidas has always been about exploring the edges of creativity and pushing the boundaries to find what's beyond." However, Web3 provides our designers and collaborators with a new platform to envision and reimagine the brand's representation in augmented and virtual realities.
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