Adidas and Moncler, two powerhouses in the fashion industry, have come together to collaborate on a Web3 project that combines non-fungible tokens (NFTs) and artificial intelligence (AI). The collaboration features a series of AI-generated “adventurers” that represent the spirit of outdoor exploration. These adventurers have also been transformed into mixed-media sculptures by talented creatives.
To create an immersive experience for audiences, a virtual experience has been launched on Moncler’s website. Visitors can navigate through a metropolitan-inspired backdrop and unlock exclusive products while making purchases through “digital billboards.” This tech-driven collaboration aims to push boundaries and offer a unique fusion of fashion, technology, and art.
Adidas Originals’ robust NFT strategy is also a part of this collaboration. Alongside the AI-powered venture, a limited-edition token collection featuring the Moncler x Adidas Originals ‘NMD’ boot has been released. These tokens are available for purchase through Adidas’ Confirmed app and will be available to the general public on October 5.
Collaborations have become a significant trend in the fashion industry, and Moncler is no stranger to marching to the beat of its own drum. For its ‘Genius’ Fall/Winter 2023 collection, Moncler collaborated with eight designers, including Rick Owens, Palm Angels, and Salehe Bembury, to reinterpret its classic house codes. This collaboration resulted in unique installations showcased during a London Fashion Week event.
Moncler has also ventured into the virtual space previously. To celebrate its 70th anniversary, the brand released 1,070 NFTs inspired by its signature Maya jacket, created by 3D artist Antoni Tudisco. This move demonstrated Moncler’s willingness to embrace new technologies and engage with digital platforms.
With Adidas already established in the Web3 space, this collaboration allows Moncler to leverage the sportswear brand’s digital presence and expand its own footprint. Collaboration is a key aspect of the Web3 ethos, and this partnership exemplifies the industry’s willingness to work together in this innovative space.
As collaborations continue to thrive in the offline world, Web3 offers new opportunities for brands to expand and connect with their audience. With its unique fusion of fashion, technology, and art, Web3 might just be the fashion industry’s saving grace as it evolves into a valuable digital landscape.
