Quick take:
- Reebok and Futureverse have launched “Reebok Impact”, an AI-powered digital shoe experience.
- The collaboration blends AI, web3, gaming, and metaverse technologies, to redefine how digital fashion.
- Reebok follows the likes of Nike, Asics and Adidas, which have launched metaverse experiences.
Sportswear and fashion brand Reebok has announced a partnership with AI and metaverse technology company Futureverse to redefine digital fashion. The two companies will debut “Reebok Impact”, a digital shoe experience that will allow mass consumers to dive into artificial intelligence and digital wearables.
Described as “mind and heart-bending”, Reebok Impact leverages Leveraging Futureverse’s advanced technology, and world-class creative and digital content to demonstrate that “life is not about your sneakers, it’s about what you do while you wear them,” Futureverse wrote in a press release on Thursday.
Reebok has chosen Futureverse to spearhead its campaign of redefining how consumers interact with its products. The company’s first product Reebok Impact is expected to launch in 2024, but that won’t be the end of the partnership.
According to the announcement, Reebok and Futureverse plan to expand, add functionality and integrations and launch new experiences together.
Commenting on the partnership, Shara Senderoff and Aaron McDonald, Co-Founders of Futureverse said in a statement: “[This partnership is] a testament to our shared belief that life is a journey of active participation, not observation. This collaboration is a groundbreaking fusion of AI, web3, gaming, and metaverse technologies, set to transform how consumers define digital fashion. It’s an invitation for consumers to step into a world in which their digital footprint is as significant as their physical one.”
“Together, we’re pioneering digital possibilities where every step tells a story, and every story shapes our world.”
Reebok has been championing the campaign “life is not a spectator sport”, a phrase often referenced to the famous baseball player Jackie Robinson. It is meant to encourage people to be more active for a better life. With Futureverse’s play-to-learn focus, the two companies think their ideologies are a perfect match for giving consumers hands-on experiences.
Todd Krinsky, CEO of Reebok commented: “Our ethos champions the principle of moving with purpose and stepping out into the world as a participant, not a spectator. At the heart of our brand is our vibrant community and our efforts to weave their unique stories into the fabric of our products.”
“[This partnership and the upcoming launch of Reebok Impact enables us to overcome the traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility.”
Reebok is not the first sportswear and apparel brand to tap into the power of the metaverse in a bid to engage more with consumers. Nike has been at the forefront of using blockchain technology and the metaverse to create digital experiences associated with its products.
Last year, Nike made more than $185 million from NFTs, prompting the company to launch its own digital collectibles marketplace .Swoosh later in 2022. Asics teamed up with the move-to-earn app StepN, while Adidas has launched metaverse experiences on The Sandbox and Roblox.
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