Adidas and Pharrell launch digital apparel for Doodles NFT holders

Doodles expand from their Ethereum profile picture (PFP) origins to fully customizable avatars. Today’s launch of the Doodles 2 Character Builder in the Stoodio app for NFT holders marks a big step forward – with help from Pharrell Williams and Adidas.

Alongside the launch of the Character Builder, which allows Doodles NFT holders to change clothing and attributes for a full-body avatar, Doodles has announced an upcoming airdrop for a “Pharrell Pack.” The NFT package includes digital clothing from musician Pharrell Williams and the fashion brands he has either created or collaborates with.

The pack contains digital Doodles clothing from Adidas, Humanrace, Billionaire Boys Club (BBC) and Ice Cream. Each pack includes digital wearables, along with a token that can be redeemed for a single exclusive physical garment.

Only 300 of the packs are being produced, and they will be free to Doodles holders who meet certain criteria. According to the project’s website, requirements include owning an original Doodles NFT and using the Dooplicator NFT to generate digital clothing. If more than 300 people are ultimately qualified by the deadline, a lottery will be held to select winners.

Joe Ranzenbach, Doodles Head of Product Management, would not confirm whether these brands will one day release standalone digital clothing for Doodles or have other collaborations. However, he said Doodles has a “pipeline of brand partners” lined up for future drops.

Williams, the famous musician and record producer known for hits like “Happy,” has been associated with Doodles since June 2022, when he was named. the startup’s Chief Brand Officer. At the time, the Doodles said they planned to release an NFT-inspired album (executive produced by Williams) on Columbia Records, but that has yet to materialize.

Doodles CEO Julian Holguin described Williams as “integrated” to the project and a “day-to-day influence” on the growing brand while at WebSummit last November.

Build a doodle

Ranzenbach gave Decrypt a short demo of the Doodles 2 Character Builder tool, showing the various customizations and animated clothing that users can equip. Although Doodles first launched on Ethereum, Doodles 2 and the clothes are imprinted on the Flow blockchain.

When users outfit their Doodles 2 avatar, Ranzenbach explained that the avatar NFT technically “owns” the clothing resources at the blockchain level — meaning people can sell their fully assembled avatars, with all the parts included.

That could be useful as Doodles users potentially collect a complete set or outfit from a particular brand and then sell the entire look on the avatar – or otherwise style a unique look and then resell it on Gaia’s secondary Flow marketplace.

Ranzenbach said the feature also means Doodles avatars that collect unredeemed rewards into one play to earnfor example, anything collected can be traded. Several use cases can develop such as metaverse games and platforms start supporting Doodles avatars after the launch of Character Builder. The fact that Doodles planning to go to several chains with its characters introduces even more possibilities.

Editor’s note: This article was updated after publication to clarify that digital clothing from the Humanrace brand will be featured, rather than Human Made, another brand that Williams has partnered with.