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Adidas continues metaverse expansion with series of new partnerships

Jeremy Lim
29 November 2021

Less than a week since its entry into the metaverse, Adidas has continued to plot its expansion into the "Adi-verse" with a string of partnerships with major brands building metaverses. 

The German multinational shoe and sportswear corporation announced a new four-way collaboration with NFT (Non-fungible tokens) projects Bored Ape Yacht Club, Pixel Vault’s Punks Comic and crypto investor Gmoney.

Revealing cryptic previews of the forthcoming collaboration on social media, the collaborators offered imagery posts without adding further details about the nature of the collaboration.

The collaboration follows announcements of Adidas' partnerships with Nasdaq-listed crypto exchange Coinbase and The Sandbox, a blockchain-based virtual gaming world "where players can build, own, and monetise their gaming experiences." The blockchain platform announced the partial launch of its Metaverse for a limited number of users scheduled on 29 November.

Adidas has since acquired a parcel of land in The Sandbox's world, joining luxury brands such as Gucci and Balenciaga in laying a foundation for future launches.

Earlier this month, Adidas ventured into the metaverse with the launch of a POAP (Proof of Attendance Protocol) on the adidas CONFIRMED app, offering  digital tokens to select users.

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