Adidas has partnered with the move-to-earn crypto fitness app, STEPN, to launch an exclusive line of NFTs and merchandise. This collaboration marries Adidas’ iconic design with STEPN’s innovative Web3 technology, marking a significant step towards a new era of interactive consumer experiences.
The partnership officially kicks off with the “Stepn x Adidas Genesis Sneakers” collection, featuring 1,000 unique NFTs inspired by Adidas’s most iconic running shoe designs. These digital assets will debut on STEPN’s sister NFT marketplace, Mooar, on April 17, 2024, promising fans of both brands an opportunity to own a piece of this NFT history.
“This genesis collection is only the beginning,”
Shiti Manghani, CEO of STEPN
Shiti Manghani, CEO of STEPN, highlighted the dual nature of the partnership, which will include both digital and physical products. “This genesis collection is only the beginning,” Manghani stated. Over the next year, the collaboration will expand to include more NFT drops and physical items that fans can wear, truly embodying the ‘phygital’ synergy the two brands aim to achieve.
Rewarding Physical Activities
The collaboration doesn’t just stop at products. It extends into the functionality of both the Adidas and STEPN apps, integrating them in a way that encourages and rewards user activity. This innovative approach aims to leverage the vast user base of STEPN, which boasts over 5 million registered users, to engage in more physical activities, thereby promoting a healthier lifestyle through technology.
This partnership is not Adidas’s first foray into the world of digital assets. The brand has previously engaged in Web3 collaborations with entities like Coinbase, Bored Ape Yacht Club, and Bugatti. However, the partnership with STEPN is particularly notable for its focus on fitness and active lifestyle, areas that are core to the Adidas brand identity.
Adidas continues to push the boundaries of innovation, merging the digital engagement of NFTs with tangible, wearable fashion. This strategy not only caters to the growing demand for digital collectibles but also taps into the burgeoning market of consumers seeking to integrate technology into every aspect of their lifestyle, including fitness and fashion.
‘Phygital’s’
As the digital landscape evolves, collaborations like Adidas and STEPN are setting new standards for how brands can engage with and inspire their communities. The excitement around these ‘phygital’ offerings is just beginning, and the potential for growth in this new hybrid market seems boundless.
Stay tuned as we continue to follow this partnership.