#36: Reebok Leans into the Future of Fashion with AI Digital Sneakers

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TL;DR

1. Reebok: Launches ‘Impact’ Digital Sneaker Creative Experience

2. Netflix: Opens ‘Nextworld’ Roblox Experience for Early Access

3. Mercedes-Benz: Second ‘Eras’ NFT Collection & Base Side Project

4. Estée Lauder: Partners with Microsoft on AI Innovation Lab

5. Marvel: Creating Disney+ Interactive Story for Apple Vision Pro

6. Château d’Esclans: Selling Rights to Wine Barrel Via NFT Auction

7. HUGO BOSS: Updates Roblox Experience For Miami F1 Event

Around the Block…

1. Reebok: Launches ‘Impact’ Digital Sneaker Creative Experience

• Reebok has launched its new digital fashion experience, ‘Reebok Impact’, which was originally teased in December 2023.

• Users can create their own custom digital sneakers by Instagram direct messaging the @reebokimpact account. From there, they can upload a photo of their choice, which will be used by an AI model to generate a one-of-a-kind sneaker design.

  • Participants can hold up to four sneaker creations in their ‘Sneaker Closet’, which can be shared. They can also purchase creations for $7.99 to unlock game-compatible files for Fortnite, Roblox, and other platforms.

• The experience was created in partnership with AI and metaverse tech provider, Futureverse.

• Sources: Reebok Impact / PR Newswire (Futureverse)

2. Netfix: Opens ‘Nextworld’ Roblox Experience for Early Access

• Since teasing its entry into Roblox on May 2nd, Netflix has ‘soft-opened’ its new experience, ‘Nextworld’, which opened on May 9th.

• Players can now enter the experience and hang out with characters from Netflix movies and shows such as Stranger Things, Rebel Moon, and One Piece.

• The experience also includes mini-games like the viral ‘Is It Cake?’ challenge and a Cobra Kai balancing board activity; Visitors can also claim exclusive free UGC wearable items.

• Additionally, Nextworld plans to host events and premieres - such as ‘Jurassic World: Chaos Theory’ on May 17th.

• The activation was created by Buoy Studios in partnership with Netflix.

• Sources: Roblox (Netflix Nextworld) / Netflix

3. Mercedes-Benz: Second ‘Eras’ NFT Collection & Base Side Project

• Mercedes-Benz has announced its latest activation under its ‘NXT’ web3 nameplate: ‘The Era of Technology’ NFT collection.

  • This will be the second collection of their seven-part ‘Icons’ NFT series, which originally launched in September 2023.

• The collection will include 780 pieces available for sale starting May 21st and priced at 0.08 ETH (~$236), with discounts offered to current NXT NFT owners.

  • The artwork centers on six vehicles produced between 2000 and 2017; NFTs will feature traits of varying rarities.

  • Mercedes has partnered with Mojito for this launch, specializing in creating user-friendly blockchain wallet interfaces & NFT services.

• Separately, the NXT team created a free ‘satellite’ project called ‘Composition of colorful particles on black’ leveraging Coinbases’ Base blockchain - the mint was open for 48 hours beginning May 9th

  • There are over 17K NFTs and 13K collectors who participated in the free mint

• Sources: Mercedes-Benz NXT / NFT Evening / Warpcast / Highlight

4. Estée Lauder: Partners with Microsoft on AI Innovation Lab

• Estée Lauder continues to lean into innovation with its latest announcement regarding AI on April 26th.

  • The company will be partnering with Microsoft to create an AI Innovation Lab that will use generative AI powered by Microsoft Azure OpenAI Service to ‘create closer consumer connections and increase speed to market with local relevancy’.

  • The goal is to increase the response time to act on social trends and consumer demands, as well as strengthen product innovation across their prestige beauty brands

• Earlier in April, Estée Lauder announced an investment in blockchain-powered beauty brand KIKI World

• Sources: Estée Lauder Companies

5. Marvel: Creating Disney+ Interactive Story for Apple Vision Pro

• Marvel Studios and ILM Immersive announced they are creating an hour-long interactive story called ‘What If…? - An Immersive Story’ coming to Apple’s Vision Pro device.

• The experience will bring fans into the action, making them into superheroes for the mixed-reality adventure

• Limited details are available, with Marvel teasing more to come soon!

• Sources: Marvel

6. Château d’Esclans: Selling Rights to Wine Barrel Via NFT Auction

• Winemaker Chateau d’Esclans, which is majority-owned by LVMH, is teaming up with BlockBar which sells blockchain-authenticated wine via its marketplace.

  • The pair will be selling a barrel of Garrus Rosé divided into quarters, which will be available via auction on May 31st, with a starting bid of $22,000.

  • Winners will receive an NFT holding the rights to the rosé. The NFT can be sold until June 21st, 2024, at which time the owner needs to provide BlockBar with bottling requests.

  • In addition to receiving bottled wine, owners will get a VIP tour of the winery in Provance in September as well as an exclusive lunch.

• Sources: X (BlockBar) / Wine Business (Chateu d’Esclans)

7. HUGO BOSS: Updates Roblox Experience For Miami F1 Event

• HUGO BOSS recently unveiled an IRL activation surrounding the Formula 1 event in Miami, which was held on May 3rd and 4th. The activation, called HUGO GARAGE, included a pop-up space modeled after mechanic garages and played host to events during race weekend. It was also brought to life in their digital Roblox experience.

  • Within Roblox, HUGO BOSS refreshed their recently launched PLANET HUGO experience - replicating the Miami event space and allowing players to customize their own cars, complete racing challenges, and claim free wearable UGC.

• This was a similar approach from HUGO BOSS as we saw last month with their ‘BOSS HOUSE’ activation - where they looked to extend a physical event by bringing elements digital to broaden reach.

• Planet Hugo Roblox experience has recently reached 1M visitors since launching in March 2024.

• Sources: Roblox (PLANET HUGO) / HUGO BOSS

Chain Reactions!

• Reebok Testing Out Brand Engagement Innovation

  • Reebok really went for it with their ‘Impact’ launch—the onset is impressive. They integrated all sorts of technologies and tactics to create a totally new, fun-centered brand experience.

    • Social - Interactivity through Instagram Messenger.

    • AI - Visual Creation of Sneakers Using Custom Image.

    • NFT - Ability to turn your creation into a digital collectible with purchase.

    • Digital Wearables - Ability to access game-ready wearables of your creation with purchase.

    • Sweepstakes - Share on social for a chance to win an IRL version of your Reebok Impact creation.

  • It will be interesting to see where they go from here. While digital wearability in games is compelling, the actual user experience required to make this a reality can be clunky and confusing. I’m curious to see how they expand beyond this fun activation to broaden the experience into something increasingly actionable and engaging for a broader audience. Time will tell, but kudos to their team for trying things out and creating something totally new!

• HUGO BOSS Taking IRL Events Digital

  • I love HUGO BOSS’s approach to extending the reach and engagement of their real-life events by creating digital recreations of them. Their two recent activations for Formula 1 and BOSS HOUSE Bali are on different platforms (Roblox and Empiria, respectively), but they have a similar strategy at the core; They are taking these cool, effort-filled moments that only a select few people can visit in person and capturing the essence for all to enjoy digitally.

    • This is a smart trend that will continue and a good way to communicate brand voice, vision, and values.

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research. #