Luxury brand Moncler and Adidas have announced the launch of a new collaboration called “The Art of Explorers”. Their campaign pairs “AI-generated adventurers” with mixed media sculptures. There’s also an immersive digital experience and a limited edition collection of NFTs focused around the collaboration.
“The new Moncler x adidas Originals collection finds inspiration in a journey from the summit to the city. Moncler’s mountain birthplace meets the metropolitan base of Adidas Originals.”
The Art of Explorers
For the Art of Explorers collection, Moncler challenged artists to create sculptures of explorers while drawing inspiration from looks in the collection. The collaborative campaign is the next step in an evolution of Moncler’s “Art of Genius” show, which took place in February in London and was the first collaboration with Adidas. There are sculptures by Gary Card, Ibby Njoya, and Kate Tabor, which are featured together with human models wearing fits from the collaborative collection.
There is also a limited-edition NFT collection for the campaign, which features the Moncler x Adidas Originals NMD collaboration boot. The NFTs will be available via the aforementioned immersive experience platform and the Adidas Confirmed app. There will be a total of 3,000 NFTs given away for free, with owners of the “Drips” version of Adidas ALTS NFTs receiving one free automatically via airdrop.
Adidas Continues Their NFT Innovation
This is another in a series of NFT moves for Adidas over the past few years. They’ve been one of the pioneers when it comes to major brands starting to work with NFTs for various aspects of their market. Adidas has previously bought land within the Sandbox (SAND) ecosystem, in addition to having a collaboration with Bored Ape Yacht Club (BAYC).
One of their best NFT campaigns has been their Into the Metaverse collaboration with projects like BAYC, PUNKS Comic, and gmoney. This campaign featured NFTs with exclusive merchandise that could be physically redeemed and was the only way to get the product.
One of the most fun things Adidas has done within the NFT sector is that they used their BAYC image in their 2022 FIFA World Cup ads on television. Being able to use your NFT image and hold its rights are one of the bigger advantages of BAYC NFTs.
This new collaboration between Adidas and Moncler is likely not the last. It’s also likely an indication that major brands are still interested in using blockchain technology for some aspects of their business. The idea of the metaverse has all but fallen by the wayside since its initial hype, but that doesn’t mean that some of the ideas that it was working with are completely obsolete. Hopefully tokenization of real world properties becomes more commonplace, and virtual meetings using an avatar never becomes a thing at all.