When we consider the outdoors, we often think of it as the opposite of technology. Instead of being glued to screens indoors, we can engage in outdoor activities and connect with nature. But perceiving technology and the outdoors as adversaries would be narrow-minded. Advances in technology such as blockchain, NFTs and cryptocurrencies such as Bitcoin and Ethereum have opened up opportunities for the outdoor industry to increase value and benefits for outdoor enthusiasts.
In 2018, the outdoor industry generated nearly $900 billion through consumer spending. Much of this spending came from outdoor enthusiasts who regularly participate in activities such as hiking and rafting. Nevertheless, the industry includes not only those who often engage in outdoor activities, but also people who love the outdoors, but who may not be able to participate actively. In addition, some influencers want to share their outdoor knowledge and those who are simply interested in learning more. Huck Adventures Inc. is a company that aims to help all of these groups, using blockchain technology as a tool.
Huck Adventures has developed the Huck Token, an ERC-20 token built on the Ethereum blockchain. This token enables community members to earn rewards by participating in the ecosystem’s activities. Its primary purpose is to distribute earnings and rewards to participating members. Content creators who invest significant time in producing outdoor industry related content can earn significant rewards. For example, reviewers who create content about the equipment used on the platform can convert their contributions into tokens.
Similarly, Fjällräven, an outdoor clothing and equipment brand, introduced a cryptocurrency through a virtual treasure hunt. This initiative aimed to increase brand loyalty and engagement. Earning Fox Coins gave participants entry to giveaway contests hosted by Fjällräven and offered opportunities to win outdoor gear.
The North Face (TNF), another outdoor apparel brand, has entered the non-fungible token (NFT) arena to promote the spirit of adventure in the Asian market. In collaboration with McCann Shanghai, a global creative agency, TNF has created three NFTs showcasing different weather conditions and locations, accompanied by relevant TNF products.
The first NFT in this series is called the “TNF100 Trail Shoe.” It highlights a popular sneaker among Chinese runners and aims to promote cross-country skiing. The animated NFT depicts the sneaker breaking through a mountain in Yunnan, symbolizing its endurance.
The second NFT, known as the TNF Summit Series, features a mountain of dynamic weather changes and a TNF jacket that adapts to changing conditions by adding layers.
The third NFT, TNF NUPTSE series showcases the iconic jacket originally launched in 1992. It captures the jacket’s evolving colors and style over time.
These digital collectibles are available for purchase on Tmall, a Chinese business-to-consumer online retail platform. Since they are tied to specific physical products, collectors cannot acquire the NFTs separately.
This collection capitalizes on the growing demand for outdoor clothing in the Chinese market. After containing the epidemic, there has been an increased interest in outdoor life, and the authorities have actively encouraged such involvement.
Blockchain technology is expected to continue to disrupt various industries, including the outdoor sector. Companies are constantly exploring innovative ways to leverage technology to improve their products and cultivate stronger connections with customers. In the outdoor industry, blockchain’s most effective applications lie in creating reward systems that incentivize ecosystem participation and engagement with brands and their supporters.
