Founders

The project was created through a collaboration between Adidas and the teams behind Bored Ape Yacht Club, PUNKS Comic, and G Money.^[1] The co-founders of Bored Ape Yacht Club are Gordon Goner and Gargamel, while the founder of Pixel Vault, the team behind PUNKS Comic, is Sean Gearin (GFunk).^[1] Tareq Nazlawy, Senior Director Digital at Adidas, has also played a major role in the project.^[2]

Launch

The 'Into the Metaverse' NFT collection was launched on December 17, 2021, at a price of 0.2 ETH, which was approximately $810 at the time.^[3] Participation in the initial minting was limited to members of Bored Ape Yacht Club, PUNKS Comic, and G Money.^[4] The collection sold out shortly after launch, with Adidas' website showing all NFTs minted minutes after the public sale started.^[5]

Collaborations

Adidas Originals has collaborated with several notable NFT brands and communities for the project beyond Bored Ape Yacht Club, PUNKS Comic, and G Money.^[1] In January 2022, Adidas partnered with Italian luxury brand Prada to launch a Polygon-based NFT collection called 'Adidas for Prada Re-Source'.^[6] The project also had a collaboration with G Money's crypto-native luxury brand and lifestyle platform, called 9dcc.^[7]

Phases

The project has released three phases. Phase 1 involved the launch of community projects and partnerships.^[4] In Phase 2, holders were allowed to claim exclusive physical merchandise using their NFTs.^[4] A mysterious airdrop in June 2022 hinted at the Virtual Gear collection.^[4] The third and final phase, called ALTS by Adidas, was implemented on the rebranded collect.adidas.com platform.^[7] This phase introduced a personalized, token-gated Web3 loyalty program focusing on identity, community participation, utility, and physical products.^[7] The ALTS NFTs are dynamic and evolve based on user decisions and engagement.^[8]

Digital and Physical Items

The NFT collection offers a mix of digital and physical items to its holders. The digital items include virtual wearables that can be used on online platforms such as The Sandbox and other metaverse environments.^[9] These digital items are interoperable with other identity-based projects, metaverse environments, and partner NFT collections.^[10] The designs include disruptive and playful elements, as well as subtle nods to iconic aspects of Adidas Originals' DNA and heritage.^[10] The collection also features three limited edition creator-led wearables in collaboration with Bored Ape Yacht Club, G Money, and PUNKS Comic.^[10]

On the physical side, the collection provides exclusive access to co-branded merchandise, such as a tracksuit, a hoodie with a blockchain address, and an orange beanie, in collaboration with Bored Ape Yacht Club, PUNKS Comic, and G Money.^[11] The physical merchandise was made available to NFT holders in 2022.^[9]

Exclusive Access

The NFT collection provides exclusive access to its holders, unlocking various benefits and experiences. NFT holders can gain access to token-gated Discord channels, holder-only community gatherings, and exclusive virtual wearables.^[6] Additionally, they can participate in shaping the products and experiences offered by Adidas within the virtual world.^[11] The project also grants access to limited-run product drops and in-virtual land experiences.^[12]

Community Involvement

Adidas Originals has emphasized a community-first approach to the project. The brand has collaborated with various communities, such as the G Money, Pixel Vault, and the Bored Apes Yacht Club communities, to learn from their experiences and help current members get educated, informed, and engaged in the new space.^[1] Token holders can participate in token-gated Discord channels, holder-only community gatherings, and co-creation opportunities.^[7] As interoperability increases, Adidas plans to partner with different existing metaverses based on community feedback.^[7]

No Content for Ownership Rights as of now.

The NFT collection features rarity traits that determine the uniqueness and value of each NFT. The ALTS by Adidas collection groups these traits into eight categories: Strikes, Sprints, Hoops, Thrills, Amps, Soles, Decos, and Drips.^[13] The rarity of these traits ranges from 17.5 percent to 3 percent, with Strikes being the most unique trait and Drips being the least rare trait.^[13] The NFTs in the collection also have four levels of rarity: Common, Rare, Epic, and One of a Kind.^[14] The prices vary significantly depending on the level of rarity.^[14]