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Germany's Adidas & Italy's Prada announce NFT collaboration

24 Jan '22
3 min read
Pic: Adidas
Pic: Adidas

German sportswear giant Adidas Originals and Italian luxury fashion house Prada are bringing their third collaboration — the Adidas for Prada Re-Nylon collection — boldly into the metaverse. They have also introduced Adidas for Prada re-source — an ambitious first-of-its-kind NFT collaboration that will feature user-generated and creator-owned art.

The project is set to bring together participants across fashion, design, and crypto to co-create a large-scale digital artwork inspired by the physical Re-Nylon collection, the two companies said in a media release.

Adidas and Prada will invite their collective audiences to contribute unique anonymised photographs to the open-Metaverse NFT project. About 3,000 community-sourced artworks will be minted as NFTs and compiled as tiles in a single mass-patchwork NFT designed by renowned creative coder and digital artist, Zach Lieberman. Participation in the Adidas for Prada re-source NFT project is completely free, and contributors will maintain full ownership rights over their individual NFT tiles.

Adidas and Prada will bring Lieberman’s final NFT to auction on SuperRare, a pioneering marketplace for curated NFT artworks. A majority of the proceeds from the auction go to Slow Factory, a non-profit organisation and institute working to create education to drive meaningful solutions and inclusive communities.

In a homage to open innovation, Adidas Originals and Prada will leverage NFTs and Web3 technology to reward participation in a new kind of collective rooted in ownership, authenticity and community. Adidas and Prada collaborated with Polygon Studios to build the project on the Polygon network.

The Adidas for Prada re-source project confidently marks both brands’ latest collaborative journey into the metaverse. Registrations for the project begin today.

Lieberman’s culminating mosaic will be minted as the final NFT in the Adidas for Prada re-source project and will be sold as a one-of-one NFT in an auction on digital art marketplace SuperRare from January 28-31. Adidas for Prada re-source by Zach Lieberman will be displayed as a large-scale digital art installation in selected Prada and Adidas flagship stores worldwide, bringing the compelling imagery of the digital campaign to life.

Adidas for Prada re-source individual tiles are built on Polygon, an Ethereum-compatible network optimised for energy efficiency and low fees.

The project follows the success of Into the Metaverse – Adidas Original’s debut NFT project which launched in December 2021 and minted 30,000 NFTs to over 21,000 buyers in collaboration with gmoney, PUNKS Comic and Bored Ape Yacht Club. Adidas Originals and Prada are set to build on this momentum to further explore how brands can transcend the physical world to find new resonance in virtual spaces.

Fibre2Fashion News Desk (KD)

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