#Retail & Brands

2022-01-20

adidas Originals and Prada announce a first-of-its-kind open-metaverse & user-generated NFT project

adidas Originals and Prada, two international brands renowned for their relentlessly progressive approach to innovation and originality, are bringing their third collaboration — the adidas for Prada Re-Nylon collection — boldly into the metaverse.

The two brands unveil the adidas for Prada re-source project in collaboration with digital artist Zach Lieberman

Proceeds from the NFT sales will be donated to charity and allocated to the artist and community creators

Introducing 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.

adidas and Prada will invite their collective audiences to contribute unique anonymized photographs to the open-Metaverse NFT project. 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. A truly collaborative endeavour – 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 organization and institute working to create education to drive meaningful solutions and inclusive communities.

In an 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.

Relentlessly innovative; undeniably community-driven. The adidas for Prada re-source project confidently marks both brands’ latest collaborative journey into the metaverse.

IN-DEPTH INFORMATION

Participating in the adidas for Prada re-source project

From January 24, anyone can register with a digital wallet for a chance to create and mint a pseudonymous NFT to be featured in the adidas for Prada re-source project. At this stage, users will be invited to submit a photograph, using a filter designed by digital artist Zach Lieberman, to create their own individual creative contribution.

Following this waitlist period, 3,000 contributors will be randomly selected to participate in the drop, with 1,000 of the spots reserved for holders of the adidas Originals Into the Metaverse NFT, and a further 500 reserved for users who attempted to mint Into the Metaverse in the public sale but failed.

From January 26-27, those selected will be able to return to the website and mint their photograph contribution as an NFT, free of cost. Contributions from all co-creators will be featured as individual tiles in a community-sourced digital artwork created by Lieberman.

At auction and up close

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.

Creator-owned and community-minded

Recognizing the fundamental role of creators, all 3,000 contributors featured in the final NFT project will own full IP rights to their individual NFTs and have the ability to sell their NFT on the secondary market. In addition, owners of each individual NFT will receive a percentage of the auction sale of adidas for Prada re-source by Zach Lieberman each time it is sold, in perpetuity. This new structure of shared ownership, made possible by Web3 technology, represents a cultural shift towards creator rights which is core to the crypto arts movement.

Built on open-Metaverse technology

adidas for Prada re-source individual tiles are built on Polygon, an Ethereum-compatible network optimized for energy efficiency and low fees. By building on top of open-source Web3 technology, adidas and Prada have created a customized and user-friendly destination for anyone to contribute artwork, receive NFTs, and benefit from collective ownership.

Into the Metaverse

The adidas for Prada re-source 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.

For more information, please visit, http://www.adidas.com/prada-nft and connect with the community on the adidas: Prada, re-source Discord.

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