Adidas took its first steps into the metaverse!

On December 16 2021, Adidas announced the sale of 30,000 NFTs (non-fungible tokens) from the “Into the metavers” collection. For this operation, the brand called on several members of the crypto community including the Bored Ape Yacht Club (BAYC), Punks Comics and influencer GMoney.

Selling for 0.2 Ethereum (ETH), a metaverse cryptocurrency, Adidas’ NFTs are worth close to €700 and allow buyers to access digital accessories that can be used in the online game The Sandbox, where the brand previously purchased 144 plots last November for 400 ETH (or about €1.7 million).

Adidas is not the first brand to launch into this new digital world: Nike had bought last December, the start-up RTFKT specialized in NFT to imagine virtual sneakers and has also developed its own world: the Nikeland.