In 2022, adidas had more than 1 million monthly active users on its app (Source: Data.ai) and it is through this app that adidas decided to launch two web3 initiatives.
1️⃣ - A limited product drop dedicated to its web3 community:
In December 2021, the brand with the three stripes introduced itself to web3 by launching its very first NFT collection. 18 months later, with a community of over 20,000 active members, adidas is launching a limited physical product collection dedicated to its community:
- 2145 superstar sneakers in collaboration with Bored Ape Yacht Club, gmoney and PunksComic — €120
- 2195 PunksComic hoodies — €100
The drop takes place on the CONFIRMED app and is “token gated”: only owners of adidas’ latest NFT “ALTS” collection can try their luck.
The key takeaway: Through this “token gated” system, adidas can finally deliver limited products to its community without suffering the multi-buys usually organized by sneaker resellers.
2️⃣ - An NFT golden ticket to win any limited sneaker release:
Sneaker fans all dream about it: winning the limited pair without having to participate in “raffles”, these draws giving the right to buy the pair. Like Nike, adidas organizes weekly raffles on limited pairs.
In August 2021, for the first time, adidas is launching the “golden ticket”: those drawn will be able to buy the pair of their dreams for sure.
Last week, adidas decided to take its web3 strategy a step further by turning this “golden ticket” into an NFT. To hold this NFT, you have to fill in your wallet ID. If the person is drawn, the brand will send the golden ticket directly to the wallet of the lucky person.
The key thing to remember is that by turning the golden ticket into an NFT, adidas makes the sneaker pass resellable on the secondary market. This will allow the brand to reach new customers via the secondary market.
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