Adidas selects renowned artist FEWOCiOUS for its first NFT-gated NFC-branded physical sneaker Drop

Quick take:

• Adidas has teamed up with FEWOCiOUS to boost its NFT campaign.
• The sporting goods and clothing company will collaborate with the 20-year-old artist to launch a series of physical and digital drops.
• Adidas has previously collaborated with leading NFT collection Bored Ape Yacht Club, and 3D avatar creation company Ready Player Me.

Adidas has announced a collaboration with famous artists FEWOCiOUS. The sporting goods and apparel giant is delving deeper into the world of digital collectibles in a bid to replicate Nike’s success.

According to the announcement on Adidas’ website, the sportswear giant will collaborate with the 20-year-old artists to launch a series of physical and digital drops, blending the artist’s playful style, bold aesthetic and deeply personal approach with one of the industry’s best in sporting innovation.

This is not the first time FEWOCiOUS appears in a joint project with Adidas. The transgender youth first appeared in an official capacity with Adidas — Studio (Three Stripes Studio) for an installation during Art Basel Miami in December 2022.

To kick off their new collaboration, Adidas and FEWOCiOUS will debut a limited-edition, product-linked Trefoil Flower Mint Pass on June 22, 2023, giving NFT holders an opportunity to redeem the free artist-designed Campus 00 sneaker.

The sneaker features some of FEWOCiOUS’ signature styles with a black and white “linework” makeover, contrasted by a chunky, blue and white laced cloud pattern.

Commenting on the partnership, FEWOCiOUS said: “Working with Adidas is a real dream come true. I can’t believe I was painting Adidas shoes in my bedroom by myself four years ago and now I officially get to collaborate with them! This is one of the longest projects I’ve ever worked on and keeping things a secret is so hard I just want to shout it from the rooftops! I truly believe in the future of fashion and footwear and the intersection of digital and physical, and I’m so excited for these to see the world and for everyone to be a part of that journey with me.”

This collaboration marks an important milestone for Adidas as it launches its first token-gated, NFC-tagged sneaker which is also linked to a limited edition NFT. The company is following in the footsteps of its global sporting goods rival Nike, which has experienced significant success with similar collectibles.

However, Nike’s position in the industry is a step ahead, having launched its own digital collectors’ marketplace .Swoosh, which is a separate entity from NFT subsidiary RTFKT.

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