“It was more about a set of underlying values than it was about the star power that the Ape would give us that’s pretty recent,” Tareq Nazlawy, senior director of digital growth for Adidas, told Input in an interview.
But despite BAYC’s current status as the preeminent NFT creator en-vogue, the origins of its link-up with Adidas date back six months prior, recent history by most standards but a time when few had yet to see a series of cartoon monkeys sporting blasé expressions and posh attire.
#SPACE PUNKS CLUB STAKING FULL#
To make the project a four-way partnership, Punks Comic has also released a digital book featuring new and existing characters - including Gmoney, an anonymous NFT collector and influencer who’s helped guide the sportswear giant into a new virtual space.Īs a variety of brands have issued a full court blitz seeking to capitalize on the exploding NFT market and its many offshoots, Adidas landing Bored Ape Yacht Club reads as the metaverse equivalent of securing a Virgil Abloh or Kanye West as a creative partner. On Friday, December 17, Adidas will release its first NFTs, which will be followed next year by wearable items for blockchain-based gaming and real-life apparel made available to purchase only for owners of its non-fungible tokens.
The Bored Ape will now be decked out in stripes, as Adidas partners with the hottest NFT project of the moment for its first foray into the metaverse.
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