Quick take:
- Adidas has teamed up with FEWOCiOUS to ramp up its NFT campaign.
- The sporting goods and apparel company will collaborate with the 20-year-old artist to launch a range of physical and digital drops.
- Adidas has previously partnered with the leading NFT collection Bored Ape Yacht Club, and 3D avatar creator company Ready Player Me.
Adidas has announced a partnership with renowned artists FEWOCiOUS. The sporting goods and apparel giant is delving deeper into the world of digital collectibles in an attempt to replicate Nike’s success.
According to the announcement on Adidas’ website, the sportswear giant will collaborate with the 20-year-old artists to launch a range of physical and digital drops, blending the artist’s playful style, bold aesthetic, and deeply personal approach with one of the industry’s best in sporting innovation.
This is not the first time FEWOCiOUS is appearing in a joint project with Adidas. The transgender youth first appeared in an official capacity with Adidas — Studio (Three Stripes Studio) for an installation during Art Basel Miami in December 2022.
To begin their new collaboration, Adidas and FEWOCiOUS will debut a limited edition, product-linked Trefoil Flower Mint Pass on June 22, 2023, giving the NFT holders an opportunity to redeem the complimentary artist-designed Campus 00’s sneaker.
The sneaker features some FEWOCiOUS’ signature styles with a black and white ‘linework’ makeover, contrasted by a thick, blue and white cloud pattern lace.
Commenting on the partnership, FEWOCiOUS said, “Working with Adidas is a real dream come true. I can’t believe I was paintin’ Adidas shoes in my bedroom by myself four years ago and now I get to officially collaborate with them! This is one of the longest projects I’ve ever worked on and keeping things a secret is so hard I just want to scream it from the rooftops! I really believe in the future of fashion and footwear and the intersection of digital and physical, and I’m so excited for these to see the world and for everyone to be part of that journey with me.”
This collaboration marks an important milestone for Adidas as it launches its first token-gated, NFC-tagged sneaker that is also linked to a limited edition NFT. The company is following in the footsteps of its global sporting goods rival Nike, which has experienced significant success in similar collectible drops.
Nike’s position in the industry is, however, steps ahead, after launching its own digital collectibles marketplace .Swoosh, which is a separate entity from its NFT subsidiary RTFKT.
****
Stay up to date:
Subscribe to our newsletter using this link – we won’t spam!
