Reebok Partners with Futureverse to Revolutionize Digital Fashion
Reebok has announced an exclusive partnership with crypto tech startup Futureverse to develop a range of blockchain and AI-powered games and metaverse experiences. The goal is to extend Reebok’s brand presence into virtual worlds. The collaboration will showcase digital versions of Reebok’s shoes as on-chain wearable items paired with NFTs, similar to steps taken by parent company Adidas and other shoe brands like Nike.
Immersive Gaming Universes for Digital Shoes
Unlike other brands, Reebok’s partnership focuses on building immersive gaming universes for its digital shoes. The centerpiece of the collaboration is an on-chain game called “Reebok Impact” that will launch in 2024. Described as a mind and heart-bending digital shoe experience, Impact will leverage AI, digital wearables, and haptic feedback for interactive play.
The Evolution of Fashion in Virtual Worlds
For Reebok, entering the web3 gaming and metaverse space aligns with its “life is not a spectator sport” campaign. The company aims to use technologies like augmented reality to create participatory adventures that go beyond selling digital products. Reebok CEO Todd Krinsky believes ventures like Reebok Impact will transcend traditional boundaries and revolutionize physical fashion by embracing virtual worlds.
Futureverse: Enabling Reebok’s Metaverse Expansion
Reebok’s technology partner, Futureverse, specializes in establishing an open, multi-platform metaverse ecosystem through acquisitions. While they haven’t dealt specifically with digital wearables yet, Futureverse is now poised to help Reebok pave new territory in the metaverse.
Betting on Virtual Worlds to Redefine Products
Expanding into metaverse experiences has become crucial for fashion and footwear brands due to shifting consumer attitudes. Companies like Nike and Adidas have already explored digital apparel tied to NFTs. Reebok, however, is doubling down on metaverse gaming, believing that virtual worlds will redefine products and how brands engage with consumers. Ventures like Reebok Impact aim to make real-life shoes secondary to the digital experiences they offer.
Hot Take: Reebok Embraces the Digital Evolution of Fashion
Reebok’s partnership with Futureverse represents a bold leap into the digital realm for a long-established company. By targeting new demographics through virtual entry points, Reebok hopes to inject renewed life into its business while keeping one foot rooted in the physical world. The promise of ventures like Reebok Impact is to revolutionize fashion by embracing the opportunities offered by virtual worlds.
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