Adidas launches limited edition NFT collection

Adidas has partnered with movement and lifestyle app STEPN to launch a limited edition NFT collection.

STEPN x Adidas Genesis Sneakers generative NFT collection features 1,000 items inspired by the brand's products and will be available on STEPN's sister NFT marketplace MOOAR.

The company said the collection is the first of a series of co-branded activities between STEPN and Adidas over a one-year partnership that will see further NFT launches as well as physical, wearable items.

"This collaboration between STEPN and adidas underscores how powerful it is when you can move-and-earn in both the virtual and real world simultaneously,” said Shiti Manghani, chief executive of STEPN. “That such a physical and digital - or 'phygital' - partnership between the most widely used lifestyle app and a global brand like Adidas are now a reality indicates the direction lifestyle rewards are going."

Last December, Adidas launched pop-up stores on the gaming platform Roblox allowing users to buy user-generated digital clothing and accessories for their avatars.

The company also partnered with Rush Bogin, a creator on the platform known as Rush X, to launch a range of limited-edition user-generated content (UGC). A range of items were included in the collection such as tracksuits, bags and shoes from Adidas’ collection.

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