The metaverse is
the avant-garde of creativity and
it is natural for Adidas Originals to enter it, explains Erika Wykes-Sneyd, Vice President of Marketing and Brand Communication.
The Adidas Originals brand will market from Friday JNFs purchasable in cryptocurrency which will initially give a
exclusive access digital accessories that can be used in video games The Sandbox.
Related physical products, for example a particular sweater, can also be purchased by members of this restricted club who will have acquired these JNFs for 0.2 ETH (Etherum, or CA $ 1000) each.
metaverse, meta-universe contraction, refers to a network of interconnected virtual spaces, sometimes described as the future of the Internet.
The interest of major brands in the metaverse has grown more and more since Facebook announced at the end of October that it wanted to make this space its new business project.
A new goose that lays golden eggs
Almost unheard of a year ago, JNFs are certificates of authenticity and ownership based on blockchain technology, a tamper-proof system that also authenticates cryptocurrency exchange transactions.
They represent for some the new goose that lays the golden eggs of the contemporary art market and in a few months have become essential auction houses, reaching prices of several million dollars – the record going to the work entirely. digital print by American artist Beeple with C $ 90 million in March at Christie’s.
Adidas is not alone in rushing towards this new digital horizon. Its competitor Nike announced Monday the takeover of RTFKT (pronounce
artifact), an emerging digital fashion company that also relies on blockchain technology.
The French video game giant Ubisoft also markets JNFs, for example, which allow a player to acquire a unique weapon or vehicle with a serial number that can be used in a game.
For its arrival in the metaverse, Adidas has teamed up with respected names in the crypto community, such as the Bored Ape Yacht Club, one of JNF’s most important collections, bringing together 10,000
tokens linked to unique images of monkeys, sold for over $ 200,000 each.