Reebok Partners with Futureverse to Enter the Metaverse
Sportswear brand Reebok, owned by Adidas, has announced an exclusive partnership with crypto tech startup Futureverse. The collaboration aims to develop AI- and blockchain-backed games and digital experiences to expand Reebok’s brand presence in the metaverse. While other shoe brands like Adidas and Nike have released digital wearable versions linked to NFTs, Reebok is focused on creating immersive virtual gaming experiences that give digital shoes a purpose. The first project from the collaboration is called “Reebok Impact,” which combines AI technology and on-chain digital wearables for a unique shoe experience. Reebok CEO Todd Krinsky stated that this partnership allows them to engage consumers in the digital evolution of their products.
About Futureverse and the Growing Trend of Digital Footwear
Futureverse, an on-chain gaming startup, raised $54 million in funding and aims to establish an open metaverse where digital assets like NFTs can freely flow between platforms. While Futureverse has acquired various crypto companies and metaverse experiences, none have delved into the sector of digital footwear until now. In December 2021, Nike led the way by acquiring RTFKT, an NFT sneaker studio, and building a strong NFT community. Other fashion and footwear brands like Adidas, Dior, and Puma have also followed suit with similar releases of physical collections featuring digital twins. Reebok has not yet announced plans for physical sneakers tied to digital tokens but recently collaborated with VeeFriends for a limited-edition sneaker drop.
Hot Take: Reebok’s Leap into the Metaverse
Reebok’s partnership with Futureverse marks its entry into the metaverse trend seen across the fashion industry. By creating immersive virtual gaming experiences and incorporating AI technology, Reebok aims to revolutionize fashion in the digital world. While other brands have focused on NFTs and digital wearables, Reebok wants to give purpose to its digital shoes. This collaboration allows Reebok to engage consumers in new ways and redefine what is possible in the realm of innovation. As the metaverse continues to gain momentum, it will be interesting to see how Reebok’s foray into this space develops and impacts the future of fashion and gaming.
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