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Prada teams up with Adidas to launch first NFT

Updated: Mar 25

Prada has partnered with Adidas to release a community sourced NFT. Anyone can register to submit a photograph using a specially designed filter, the selected images will then be combined as tiles into one mass patchwork NFT. That one-off NFT will be auctioned online on digital art marketplace and displayed as a large-scale installation in Prada and Adidas flagship stores. The patchwork style is similar to the NFT “Everydays: The First 5000 Days,” by Beeple which set a record of $69 million for a digital artwork at auction.

The partnership with Prada positions Adidas not only within the luxury sphere, but also as a sort of metaverse navigator to other brands. Adidas is a cultural juggernaut, having used collaborations with Kanye West and Pharrell to push the boundaries of product design and successfully pave its way into the streetwear community — a space that trades in heavily hyped, limited-edition products that offer a sense of belonging, much like the crypto market.

Zalando Implications

Since Gucci announced the first NFT from a luxury fashion brand in May, momentum has gathered pace across the fashion and beauty industries. Louis Vuitton, Burberry, Nars, Givenchy and Clinique have all issued NFTs and Balmain has launched four NFT projects in just a few months. In addition, Nars, Givenchy, Burberry and Louis Vuitton have experimented with digital collectibles and digital video game products. The trend is gathering momentum with many fashion and related brands experimenting in the sector and could be something useful to follow.

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