The sneaker industry has wasted no time in jumping on the NFT bandwagon, and new developments in the metaverse and realm of NFTs are popping up every day. Adidas is the most innovative and cutting-edge sportswear brand in the business, with its digital activities far surpassing those of all other major sports apparel brands. The Three Stripes clan is reconnecting with Prada for a first-of-its-kind user-generated NFT initiative, working together with the likes of Bored Ape Yacht Club, gmoney and PUNKS comic for an exclusive NFT collection.
adidas is introducing a new project called ‘adidas for Prada Re-Source.’ The aim of the campaign is to create user-generated imagery that looks like that of famous brands. The initiative officially kicked off this week when adidas uploaded an image to their Instagram account announcing the launch, along with a call to action encouraging users to participate by uploading their photos using the hashtag ‘#adidasforprada’.
The most active users whose images are broadcasted through adidas’ social media channels will be entered into a draw for a chance to win coveted Prada NFTs. These include the Savage Skull Sorro Synth, which retails at $300 per pair and exclusive BAPE x Saucony collab NMD XR1, which is made of a unique, one-of-a-kind material.
The campaign kicks off on April 22nd and will run all the way until May 9th. During that time, adidas will be sharing fan-generated content on their social media platforms, with winners to be declared at the end of the contest period.
The project is a radical move for the sports and fashion worlds and one of the first times such a high-profile collaboration has occurred between companies in these areas. It speaks volumes to the fast-paced nature of modern day commerce and how brands are constantly moving to capture customers attention with new, innovative ideas.The adidas x Prada collaborative project will be available to view on the adidas/YeezyPage on Augmented Reality social platform, AXE!