![]() The world’s first ‘smart sneaker’ a ‘huge mistake’? Premium materials, Only 1,986 pairs, Bleached Canvas □□ /2mlzN9xwBo In October, the partnership came under fire for failing to exceed its community’s expectations and deliver on its promises. This year, the stakes are becoming increasingly high for Nike and RTFKT to maintain their leading position.įor RTFKT and Nike’s latest tie-up, it was a matter of going big or going home following a controversial first run last year. Adidas and Puma, two of Nike’s leading competitors, have jointly bumped up their Web3 community efforts in a bid to take Nike’s crown.Īdidas recently revamped its Web3 loyalty program “ALTS by Adidas” and adopted Bored Ape #8774 (who goes by the name of Indigo Herz and was bought by the brand for 46ETH) as its Web3 ambassador and mouthpiece in 2021, while Puma continues to deepen its relationship with popular metaverse platform 10KTF. However, the past two years have seen competition intensify, both for Nike and RTFKT. But the accretion propelled the digital footwear studio into mainstream consciousness, subsequently receiving worldwide acclaim for being one of the first metaverse-native brands. RTFKT was on a steady growth trajectory before its acquisition by Nike. Over the two years under Nike’s belt, the collective has gone on to dip its toes into the world of football and sneakerheads, amassing over 450,000 followers on Instagram and 396,000 on Twitter, and become one of the most recognized Web3 communities in the world. ![]() In December 2021, sportswear behemoth Nike acquired digital fashion business RTFKT for an undisclosed sum, after recognizing the Web3 brand’s potential in the non-fungible token (NFT) market. Even basketball icon LeBron James is a fan, and was spotted wearing a pair earlier this week. Each limited edition sneaker is inspired by the 10 DNA types found in RTFKT’s Clone X anime-inspired avatar project, including Takashi Murakami’s “Drip” and “DNA” Air Force 1s. The duo is in the midst of elevating its partnership through its latest high-profile global campaign - which sees the launch of its new Air Force 1 drop in collaboration with Japanese contemporary art icon Takashi Murakami. Nike and RTFKT are taking their collaborative foray into the metaverse to new heights.
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