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Adidas announces "Into the Metaverse" NFT launch alongside streetwear drop

Jeremy Lim
16 December 2021

Following the teaser of its collaboration with NFT (Non-fungible tokens) projects Bored Ape Yacht Club, Pixel Vault’s Punks Comic and crypto investor Gmoney, Adidas has finally announced the release date of "Into the Metaverse", featuring digital and physical products.

The NFTs will be available on sale from 17 December (Friday), giving consumers access to virtual wearables for The Sandbox, a blockchain-based gaming world. NFT buyers will also be able to purchase exclusive merchandise drops including a hoodie featuring a blockchain address, a tracksuit and Gmoney’s iconic orange beanie.

The NFTs will sell for 0.2 ETH, or about $800 through Adidas' website. The company decided against revealing imagery or description of the "Into the Metaverse" NFTs, as well as the number of availabilities, citing citing “security protocols".

Adidas also has also purchased a Bored Ape Yacht Club NFT, named Indigo Herz, with its custom Adidas-branded tracksuit available for sale.

Erika Wykes-Sneyd, Vice President of Adidas Originals marketing and communications, said: "As part of our ambition to celebrate ideas that are defining a new age of originality, we've landed at the forefront of creativity, which is the open Metaverse. It's a natural place for Adidas Originals to enter: a wild world where possibilities are truly limitless and where anyone can express and be rewarded for their most original ideas."

The launch adds to a crowded NFT space this week, with luxury fashion house Karl Lagerfeld, Coach and fast fashion giant Boohoo launching their own NFT collections. Rivals Nike has stepped up on its metaverse push with the acquisition of virtual sneaker and fashion start-up RTFKT, which makes NFTs for the digital world.

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