Adidas ventures with NFTs project in the metaverse
The world of fashion has been characterized by experimenting and innovating in different ways, and to the extent that it has not been immune to technological changes, a great sample and harbinger was the 2016 MET Gala, under the theme "Manus x Machina: Fashion in an Age of Technology".
After a couple of years full of changes in which technology was the main tool for the marketing and evolution of fashion, due to the health contingency that overwhelmed everyone, recently Adidas and Prada, two brands that have been characterized by its great reach and importance in the industry, they presented their third collection, which bears the title of Adidas for Prada Re-Nylon, in the metaverse.
This is not the first collaboration between both brands, however, it is the most technological and seems to be the most ambitious, since it is enough to take into account that it is a project with NFTs that will have works of art generated by the users themselves and that will be subject to the intellectual property of the creator.
This project aims to bring together people from the worlds of fashion, design and crypto to co-create a large-scale digital design inspired by the physical Re-Nylon collection.
What is the new collaboration between Adidas and Prada about?
In this collection, Adidas and Prada will invite their collective audiences to contribute exclusive and anonymous photography to the NFT project in the open Metaverse. Thus, three thousand community-sourced artworks will be minted as NFTs and compiled as images into an exclusive NFT with various patch designs created by renowned creative coder and digital artist, Zach Lieberman.
This is a truly collaborative effort, as participation in the Adidas for Prada NFT re-source project is completely free, and contributors will retain ownership rights to their individual NFT images.
Also, another highlight of this collaboration is that Adidas and Prada will auction Lieberman's final NFT at SuperRare, a pioneering marketplace for curated NFT artwork. The majority of proceeds from the auction will go to Slow Factory, a nonprofit organization and institute that works for education to drive meaningful solutions and more inclusive communities.
How to participate in the adidas for Prada re-source project?
Registrations opened on January 24, and everyone can sign up, with a digital wallet, for a chance to create and mint an NFT pseudonym to be included in the Adidas for Prada re-source project. At this stage, users will be invited to submit a photograph, using a filter designed by digital artist Zach Lieberman, to create their own individual creative contribution.
After the waiting list period, three thousand contributors will be randomly selected to participate in the launch, where one thousand places will be reserved for those who own an Adidas Originals Into the Metaverse NFT, and another 500 places for users who tried to coin Into the Metaverse. the Metaverse in the public sale but they did not make it.
From January 26 to 27, those selected will be able to return to the website and mint their photographic contribution as NFT, free of charge. Contributions from all co-creators will be featured as individual images in a collaborative digital layout created by Zach Lieberman.
At the auction and in the foreground:
Lieberman's culminating mosaic will be minted as the final NFT in the Adidas for Prada re-source project and will be sold as an exclusive NFT at auction on the SuperRare digital art marketplace from January 28-31. Adidas for Prada re-source by Zach Lieberman will be displayed as a large-scale digital art installation in exclusive Prada and Adidas stores around the world, bringing the compelling imagery of the digital campaign to life.
On intellectual property and collaborative spirit
To recognize the defining role of creators, the 3,000 contributors included in the final NFT project will own all intellectual property rights to their own NFTs and will be able to sell their NFTs on the secondary market. Additionally, owners of each NFT will receive a percentage of the Adidas for Prada re-source by Zach Lieberman auction sale every time it is sold, forever. This new shared ownership structure, made possible by Web3 technology, represents a cultural shift toward creators' rights, which is the foundation of the crypto arts movement.
Built with open Metaverse technology
Exclusive Adidas for Prada re-source images will be created on Polygon, an Ethereum-compatible network optimized for energy efficiency and low fees. Using open source Web3 technology, adidas and Prada have created an easy-to-use, personalized destination for anyone to contribute art, receive an NFT and benefit from collective ownership.
What is Into the Metaverse?
The Adidas for Prada re-source project follows the success of Into the Metaverse, adidas Originals' first NFT project which launched in December 2021 and minted 30,000 NFTs to over 21,000 buyers in collaboration with gmoney, PUNKS Comic and Bored Ape Yacht Club. Adidas Originals and Prada will build on this momentum to further explore how brands can transcend the physical world to find new resonance in virtual spaces.
So you're still in time to be part of this collaboration between Adidas and Prada.
