As per a post on official X jingle, Adidas the sportswear giant and Base, the Ethereum Layer 2 blockchain platform have inked a mega partnership. The duo has launched a digital collectible on Base.
Adidas’ Foray into Blockchain Through Base
As per details shared by Base, the collaboration is Adidas’s way of commemorating the 2024 Summer of Sports onchain with a unique piece of memorabilia. This will afford fans an opportunity to collect the brand’s debut mint on Base to celebrate sports and embrace a future of digital ownership.
Onchain Summer 🔆@adidas is commemorating the 2024 Summer of Sports onchain with a unique piece of memorabilia for fans.
Collect the brand’s debut mint on @base to celebrate sports and embrace a future of digital ownership.
→ https://t.co/wFK7tNl2gG pic.twitter.com/BhmsfmkPmD
— Coinbase 🛡️ (@coinbase) June 14, 2024
Additionally, the partnership will usher Adidas into the digital space of the Base network and expand its trademark into the broader cryptocurrency network.
Notably, Adidas in the past set foot in the blockchain space by collaborating with Polygon to launch Adidas Originals, its own NFT platform. The partnership then allowed its numerous customers to purchase, sell, and trade digital assets linked to clothing.
Given Base’s platform, this new collaboration has been speculated to also involve exploring digital ownership for Adidas’s customers. Significantly, customers and fans alike are likely to be allowed leverage to contribute designs for the fashion giant.
Previous Collaborative Efforts and Market Expectations
Adidas has a history of engaging in groundbreaking digital collaborations.
In 2022, they teamed up with the Polygon Ecosystem in conjunction with the Italian luxury fashion brand, Prada. The collaboration saw the launch of user-generated NFT art projects. The project tagged “Adidas for Prada Re-Source,” gave users of both fashion brands the opportunity to create and submit photos to the Polygon network.
Notably, Zach Lieberman, a digital artist then combined the chosen photos from the 3,000 minted pieces to recreate one massive NFT.
Market experts say Adidas is not new to the metaverse, having engaged in several partnerships in the past. However, with the growing adoption of crypto assets as a hedge against inflation by corporate institutions, these experts hope to see the German sportswear brand expand its embrace of digital assets.
Given that “Impossible is Nothing” is one of Adidas’ slogans, the fashion giant may yet surprise the broader cryptocurrency community with its innovations.
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