Adidas and Reebok launch digital wearables
Reebok and Adidas have both announced new projects for bringing goods into virtual spaces, expanding an already salient trend in the sports retail category around metaverse wearables.
“Reebok Impact” will focus on digital shoes, and will incorporate aspects of Web3 and AI technology. Few concrete details have been released regarding the project’s plans, but a recent trademark application filed by Reebok may offer a glimpse. The submission details “clothing, footwear and headwear for use in virtual environments,” in which users will be able to socialize, stream entertainment content and watch virtual performances such as art shows and film festivals.
NFTs will also be utilized, confirmed Daniel Dienst, executive vice chairman of tactical opportunities at Authentic Brands Group, which owns Reebok.
Adidas will sell digital wearables through a spate of pop-up stores on Roblox. These will reflect both real-world items and user-generated pieces designed in collaboration with a Roblox creator.
For a growing cohort of sports retail brands that includes Nike and Puma, digital wearables continue to be the easiest access point to the metaverse, given the straightforward connection they offer between the physical and digital worlds. Young consumers are especially interested in dressing up their avatars, paving the way for these brands to establish a foot in the virtual economy, as well as capitalize on social gaming ecosystems such as Roblox.
Full story at AdAge.
