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11/18/2022

Adidas Launches ‘Virtual Gear’ Category

The launch includes a new NFT collection with 16 pieces. Customers who purchased Adidas’ NFT Capsule Collection must “burn” their NFT to get a new item.
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an adidas NFT
  • Adidas is launching a new product category called “Virtual Gear.” 
  • It created an NFT collection with 16 virtual wearables. 
  • The retailer described the collection as looking forward to “a future not yet realized” in the metaverse.  

Adidas has expanded its presence in the metaverse, launching a line of virtual NFT wearables this week that are part of a new digital product category. 

Adidas in a Nov. 16 release said it would launch a collection of virtual products based on blockchain technology in the form of non-fungible tokens (NFTs). Adidas said the NFTs would be part of a new product category it’s dubbing “Virtual Gear.” The launch of the digital line will help the retailer work toward its goal of “strengthening its community-based, member-first, open metaverse strategy,” according to the release. The Nov. 16 release of the collection follows Adidas’ teasing the NFT line through its community on Discord. 

The retailer said that the new category is launching with a 16-piece collection, which can be found on adidas.com/metaverse. Adidas described the collection as looking toward “a future not yet realized” with “disruptive designs.” The retailer said the virtual products include “provocative odes” to the possibilities of the metaverse and “playful takes” on the brand’s creative potential. 

“As a brand, Adidas has always been about exploring the edges of creativity and pushing the boundaries to find what’s beyond,” said Nic Galway, senior vice president of creative direction for Adidas Originals, in the release. “But Web3 offers our designers and collaborators a new outlet to imagine, and reimagine, how our brand can be represented in augmented and virtual worlds. Creatively, we’re extremely proud to say that this virtual collection represents more than just a historic first for Adidas. It also represents an idea of wearable clothing that can transcend time and space, a community that is vividly diverse, and a level of utility that can be explored and even discovered as worlds and avatars take new forms.”

The collection also includes three limited-edition wearables that represent the “creative flair” of the brand’s Web3 partners, Bored Ape Yacht Club, Gmoney and Punks Comics, according to Adidas. Consumers who purchased Adidas’ May 2022 Capsule Collection, have to agree to virtually “burn” their existing NFT to see which of the 16 pieces they have received from the new collection. 

Retailers across sectors have invested in metaverse experiences, including clothing retailers who have created digital versions of their products in the virtual world. Nike also this week announced Swoosh, a virtual product marketplace that allows members to collect and eventually co-create virtual creations, like interactive shoes and jerseys, Retail Leader reported. Like the new Adidas collection, the Nike metaverse experience will also be based on blockchain technology.