- Adidas leads in NFTs with 12 collections, including “Into the Metaverse.”
- Nike acquired Web3 studio RTFKT, launched nine NFT series, and created “.SWOOSH.”
- Puma ranks third, releasing six NFT collections, collaborating with Gutter Cat Gang.
Recent research has verified that established fashion giants such as Adidas and Nike are at the forefront of the NFT domain. Findings from CoinGecko indicate that athletic apparel companies are at the vanguard of embracing NFTs within the fashion industry, with Adidas occupying the leading position.
In late 2021, Adidas introduced its first NFT fashion series, “Into the Metaverse,” and released five additional independent collections along with a Web3 artist residency initiative. The company has partnered with renowned brands such as Bape and Bugatti to create six collaborative NFT projects. According to the report, the German athletic apparel company has a total of 12 NFT collections.
Likewise, Nike has introduced nine NFT series, encompassing a tactical acquisition of the Web3 studio RTFKT in the latter part of 2021. Following this, under the RTFKT brand, Nike brought out six series. Subsequently, Nike created its own Web3 platform, “.SWOOSH,” managed by Nike Virtual Studios, an in-house team. This platform has been the venue for releasing two NFT sneaker series and one NFT series focused on identity.
Puma secures the third position in the fashion NFT rankings, presenting six collections that include both individual releases and partnerships. A collection of sneakers that can be redeemed, created in partnership with the NFT initiative Gutter Cat Gang and basketball athlete LaMelo Ball is of particular significance.
Surprisingly, high-end fashion labels have not been as aggressive in exploring NFTs related to fashion. However, Gucci has been an exception, presenting the 10KTF Gucci Grail joint collection, collections of NFT art, and NFTs for avatars in the Sandbox. Additional luxury brands, including Yves Saint Laurent, Prada, and Tiffany & Co., have ventured into the realm of NFTs with their distinctive products.
Research from CoinGecko revealed that 21 of the top 50 worldwide fashion brands have entered the NFT space, representing 42% of the group. The report observed that numerous collections from these brands have not made a considerable impression, attributing this to the brands’ minimal investment in marketing their NFTs.
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