Art/Design, Tech

adidas has entered the Metaverse

Let’s go!

words by: Sahar Khraibani
Dec 20, 2021

adidas Originals has joined the ranks of the many lifestyle brands that have entered the metaverse with their new initiative.


What happened?

Bored Ape Yacht Club and Pixel Vaults Punks Comic, both players in the non-fungible tokens (NFT) arena, have now collaborated with the sports and lifestyle brand. Aside from the relationship, the company has also secured a metaverse contract with crypto investor Gmoney.


After switching its profile photo from the brand emblem to the Bored Ape image, adidas Originals generated a lot of discussion on Twitter. The animated monkey is seen wearing an adidas track jacket with prints of Punks Comic and Gmoney logos, displaying the freshly announced forged relationship. Meanwhile, the company released a 29-second short clip depicting three extraterrestrial apes landing on Earth.



The animated video depicts the apes arriving at a metaverse land shaped after the company’s emblem. Their first NFT minting was launched this past weekend on December 17.



adidas Originals described the metaverse as a “world of endless possibilities” following its latest agreement, disclosing that the business will become a participant in the NFT system. adidas also made a post on their mobile app describing the company’s foray into the Metaverse. In an article, the company credited blockchain technology for the Metaverse’s ‘inhabitants’ growing.


The article posted on the adidas mobile app reads:

“This autumn, Adidas, known for celebrating ideas at the bleeding edge of originality, is settling in at the frontier of creativity: The Metaverse. Our goal there? To see every one of its inhabitants thrive. The Metaverse is where anyone can express their most original ideas and be their most authentic selves, in whatever form they might take. And thanks to the blockchain (and NFTs), those pioneers can own a piece of what they create.”


The NFT Bored Ape Yacht Club has coined over 10,000 NFTs on the Ethereum blockchain so far. Meanwhile, the Punk’s Comic has made its way into the virtual world by combining NFTs with actual comic books to create ‘new-age crypto comics.’ adidas’ foray into the Metaverse comes at an exciting time, as lifestyle brands like Balenciaga and adidas competitor Nike are considering similar projects.


It really feels like a foray into a brave new world from this point on, and we can only hope for positive outcomes in this journey.


Learn more about adidas and their journey into the Metaverse here. In case you missed it, NFT is the 2021 word of the year.


Photo via adidas Originals