In an period the place web3 is redefining digital interactions, manufacturers are fervently exploring avenues to foster a deeper reference to their communities, and adidas is demonstrating its unwavering dedication to creativity and their web3 neighborhood. The German-based model, famend for its influential stance in streetwear and life-style for the previous 74 years, is venturing deeper into the metaverse with the announcement of its new digital artwork program: ‘RESIDENCY by adidas’.
We sat down with Stacey King, International Head of Communications & Activation for the adidas /// Studio, to dive into the the main points behind the RESIDENCY program, what this implies for the adidas neighborhood, and their upcoming activation at The Gateway: Korea.
The adidas Web3 Journey So Far
adidas ventured into the Web3 area in 2021, prompted by the broader company recognition of Web3’s potential following a tweet from Elon Musk about cryptocurrency. Establishing the Three Stripes Studio (adidas /// Studio) in 2022, the model has since spearheaded quite a few initiatives, together with collaborations with business stalwarts like Yuga Labs and PUNKS COMICS. Their endeavors just like the ‘Into the Metaverse’ collaboration garnered substantial world consideration, making historical past with their large-scale NFT AirDrop in June 2022, and launching the model’s pioneering virtual-only clothes line in November. Over the previous two years, they’ve been actively taking part and internet hosting neighborhood occasions worldwide, persistently reinforcing their community-centric ethos.
Diving deeper into adidas‘ Web3 ecosystem, two pivotal platforms emerge: Adidas COLLECT and ALTS by adidas. COLLECT acts as the centralized hub for adidas’ Web3 actions, striving to merge the digital and tangible worlds whereas enhancing member engagement and experiences utilizing blockchain know-how. In the meantime, ALTS by adidas serves because the model’s genesis NFT, encapsulating the essence of adidas within the digital realm, permitting customers to curate distinctive avatars and granting them unique entry to collectibles and experiences.
Now adidas /// Studio unveils, The RESIDENCY initiative, designed to be a beacon for artists, rising and established, providing them a singular platform within the Web3 house. By supporting artists who echo the model’s ideas of collaboration, co-creation, and innovation, this system goals to marry artwork, id, and inventive expression — central tenets of the adidas ethos.
The Launch of RESIDENCY
Driving the model’s profitable digital campaigns is Stacey King, International Head of Communications & Activation for the adidas /// Studio. Her tenure with adidas since 2018 has witnessed a sequence of iconic digital model activations and collaborations. Dwelling on the intersection of vogue and Web3, she shortly acknowledged the potential of NFTs in mid-2021. Her visionary strategy and keenness have been instrumental in guiding the model via its Web3 journey, making adidas a noteworthy title on this evolving digital frontier.
King’s experience isn’t restricted to behind-the-scenes work. She will probably be sharing her insights and experiences as a panelist speaker on the much-anticipated nft now
occasion. The occasion will even function the launch pad for the RESIDENCY program, additional cementing adidas’s place on the vanguard of the Web3 neighborhood.
“I will be joined by the two artists that we will be launching the program with and we’re going to really be talking about how co-creation and collaboration between artists and brand will work and how those two things come together.” King shared with nft now.
Adidas has lengthy been acknowledged not simply as a sportswear model, but additionally as an entity linked to varied cultural actions worldwide. From music to artwork, the model’s affect is palpable in lots of spheres past athletics. Acknowledging this multifaceted id, and diving into the why behind the RESIDENCY program, King mused, “We’ve really always been at the intersection of culture, you know, art and music, fashion… and while we are a fashion and apparel footwear company and sporting company, it felt like the next step in our web3 journey was to use our platform to support artists.”
King noticed that quite a few artists coming into the Web3 house usually lack a major platform, limiting their publicity and entry to important sources. This program is designed to bridge that hole, offering these artists with the instruments and platform they should flourish within the Web3 setting. “Whether that’s a physical product, whether that’s virtual creation, whether that’s our marketing and our reputation, and our platform. All of those things are the things that we want to offer to artists and that’s what we aim to do with the program.”
When nft now requested for some examples of how the model will share its platform with artists, King emphasised the dedication to elevating artists by offering them with distinguished platforms via occasions, panel discussions, and various advertising alternatives. The model’s foray into the digital realm consists of previous ventures with digital wearables, and they’re set to launch an avatar undertaking quickly, presenting a singular house for these wearables. Furthermore, in collaboration with artists, they purpose to provide each bodily and digital merchandise that not solely resonate with the model but additionally highlight the artists, making it a cherished possession for the neighborhood.
“Our community will love that it’s not just coming from the brand, but it’s coming from maybe some of their favorite artists.” King expressed.
Introducing the First Artists of the adidas /// Studio RESIDENCY Program:
Adidas /// Studio proudly launched the primary two artists gracing this initiative: the enigmatic MonkeeMoto and the illustrious Adra Kandil, identified popularly as DearNostalgia. Their contemporary, unique artworks will mark the RESIDENCY’s launch, presenting adidas’s first-ever Restricted and Open Version NFT sale from September sixth to eleventh, 2023.
A visionary within the digital realm, MONKEEMOTO excels in digital artistry, web3 sport improvement, and conceptual design. As one of many debutants of RESIDENCY by adidas, MONKEEMOTO signifies the model’s dedication to fostering artists reshaping digital landscapes, together with the evolving worlds of gaming and digital vogue. Keep up to date with their journey on Twitter.
Adra Kandil aka Pricey Nostalgia
Lebanese digital artist Adra Kandil, identified by many as “Dear Nostalgia,” masterfully blends fashionable realities with a contact of collective nostalgia. By mediums like images, collages, and digital montages, she evokes ethereal reveries wealthy in message and that means. Celebrated globally, from Beirut to New York, Adra’s collaborations lengthen from famend manufacturers like Gucci and Chanel to impactful tasks with the UNDP. Dive into her dreamy world on Instagram.
Trying to the long run
Past only a digital initiative, the RESIDENCY program additionally guarantees tangible rewards. Restricted Version NFT holders, restricted to 100 items per artist, will obtain an unique hoodie, showcasing the /// Studio’s iconic sideways trefoil, obtainable solely on the Korean Blockchain Week occasion.
As adidas continues to pioneer within the digital realm, they underline the significance of not simply artist collaboration, however significant engagement with their wider neighborhood. King captured this sentiment completely, noting, “But I think as we move into the future, the collaboration not only with artists but with our community will be the key to the success of this program.” With such a imaginative and prescient, we’re keen to watch how adidas will additional form and innovate throughout the web3 house within the coming years.