Several industries have harnessed the power of the Metaverse space, and fashion is no different. Starting from limited-edition accessories to real-life virtual avatars, fashion luxury brands made it to the Metaverse through their wide range of NFT collections.
A lot of luxury brands, from Burberry to Gucci, are joining hands with the most talented NFT developers to take their digital collections a notch. Taking the list further ahead joins Adidas through its Alt Dynamic NFT collection as a part of their "Into the Metaverse" initiative launched in 2021.
Before will delve into the latest launch of Adidas, let's sneak peek into how the fashion industry has claimed the Metaverse space and whether Adidas is living up to the previously set standards.
The Italian luxury fashion brand chose not to go by the textbook classics and created a four-minute film instead. Created and directed by Gucci's creative director Alessandro Michele, the film, Aria, sold for $25000 at an art auction.
Though this was not the first time Gucci made a mark in Metaverse, it was definitely a robust comeback. The brand attached a noble cause behind the auction, handing over the funds to UNICEF for the vaccination of COVID patients. What could satisfy the customers better?
Ever thought of a fashion and gaming crossover? Well, Louis Vuitton proved its out-of-the-box Metaverse initiative by launching a mobile game in August 2021. The game, designed in partnership with the NFT developer Beeple offered an exemplary portrayal of Vuitton's journey in the fashion industry.
Comprising 30 NFTs, the game featured a wooden doll with the flower logo of Louis Vuitton. The art collage designed by Beeple stood at a market worth of $ 69.3 million. Needless to say, this was one of a kind Metaverse integration, promoting the brand beyond leaps and bounds.
Sports freaks can now try a pair of digital sneakers and add to their NFT collection with Nike's recent acquisition of RTKFT. Combining sports, gaming, and creativity in the Metaverse space, RTFKT launched its newest collection of sneakers for users to try on Snapchat.
The company also offered auction tickets to users, following which the real pairs were delivered to their doorsteps. However, it is the digital launch of pairs that resulted in much hubbub amongst fitness freaks. Trying sneakers over Snapchat; isn't that cool?
Adidas has been a long and dedicated supporter of Metaverse and launched various NFTs to claim its distinct space. The early Web3 adopter fashion brand launched another initiative for its young and tech-savvy target audiences to take its previous Web3 initiatives a notch higher.
Customers who bought NFTs in Adidas' earlier ventures can now change them with a new one from the ALTS collection, just by paying for the gas fee. The new Alt collection will feature one's avatars to build an engaging story with its eight ALT (er) ego traits. These traits will feature various sports and lifestyle themes where the owners can evolve into a completely new individual by receiving a unique Picture-for-Proof identity.
As the company claims-
"Embarking on a new era in the Adidas Web3 journey, we are reaching the third and final phase of Into The Metaverse with ALTS by adidas: your identity and PFP (picture for proof)— an interactive storyline which will culminate with the reveal. Chapter 1 of this new adventure begins in April 2023 with further utility and enhanced holder benefits rolled out over the following months."
No wonder, the fashion brands are all set to mark a distinct space for themselves in the Web3 network.
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