#65: Adidas Reconnects with Web3 Roots

Taking a Break from Brands on the Block

After a year and a half, I’ve decided to hit pause on writing the weekly Brands on the Block newsletter for the foreseeable future. What started as a way to follow brand activations in Web3 naturally evolved as the market shifted toward gaming and other emerging digital trends. It’s been rewarding to track how brands are pushing boundaries, and who knows—I might be inspired to pick it back up in the new year. For now, I’m focusing on other opportunities, but am so grateful for everyone who followed along—thank you for being part of this journey! 🎉 🙌

In This Article

Around the Block…

• Blockchain / NFTs: Adidas

• AI: Amazon, Ralph Lauren, Puma

• Gaming / Metaverse: Hellmann’s, CeraVe, Škoda

• Roblox: Pacsun, NASCAR

Chain Reactions!

• Adidas Reconnects with Web3 Roots

Around the Block…

Blockchain / NFTs

• Adidas: Launches 20K NFT Avatar Collection “ALTS by Adidas”

  • Adidas unveiled its latest Ethereum NFT collection, "ALTS by Adidas," featuring 20,066 unique digital avatars nearly three years after its initial foray into NFTs with "Into the Metaverse."

  • The collection, available on Magic Eden marketplace, is categorized into eight ALT[er] Egos, covering themes like sports, fashion, music, and gaming, with over 250 unique traits and 80 digital wearables inspired by Adidas’ iconic designs.

  • Adidas plans to integrate the collection into blockchain-based gaming platforms by 2025, aligning virtual wearables with emerging digital environments.

  • Developed with extensive community feedback, ALTS represents Adidas’ commitment to enhancing the quality and utility of its Web3 projects.

  • Source: ALTS by Adidas / Magic Eden - ALTS by Adidas / NFT Plazas

AI

• Amazon: Using AI to Power NFL’s “My Cause My Cleats” Campaign

  • Amazon Web Services (AWS) collaborated with the NFL for the “My Cause, My Cleats” campaign, integrating generative AI into the cleat design process for athletes and fans.

  • Players like Josh Allen and Maxx Crosby used AWS-powered tools to craft cleats representing their causes, such as the Patricia Allen Fund and animal rescue.

  • Fans can also create their own digital cleat designs, personalizing colors, decals, and styles through the AWS app.

  • AWS’ Claude (Anthropic) and Stability AI’s Stable Diffusion handled the design process, supported by Amazon’s EC2 A100 GPUs for rapid rendering.

  • Source: Amazon (AWS - My Cause My Cleats) / AWS

• Ralph Lauren: Brings AI-Enhanced Polo Bear to Holiday Window Displays

  • Ralph Lauren brings its iconic Polo Bear to life as an interactive 3D digital rendering, featured in flagship store windows in New York, Chicago, London, and Tokyo.

  • Developed in collaboration with innovation studio Cinimod over six months, the displays use AI to make the bear interactive and responsive to passersby.

  • In New York, the tuxedo-clad bear is set in an Art Deco-inspired penthouse, waving, taking selfies, and dancing, while other locations showcase the bear as a tailor in festive, wood-paneled settings.

  • Source: WWD

• Puma: Introduces AI-Designed “Inverse” Sneaker

  • PUMA unveiled the “Inverse” sneaker, an experimental blend of AI-generated concepts and human refinement, launched December 7, 2024.

  • Inspired by the archival “Inhale” sneaker, AI provided the foundation, while designers enhanced functionality and innovation.

  • PUMA’s team sees AI as a “precision tool,” unlocking new possibilities in sneaker design.

  • The launch includes an AI-powered 3D visual campaign showcasing the shoe’s bold and futuristic design.

  • Source: Puma / Puma (Inverse Shoe)

Gaming / Metaverse

• Hellmann’s: Launches Fortnite Creative Map “Loot Irresistível”

  • Mayo brand Hellmann’s debuted its Fortnite Creative Map, "Loot Irresistível Hellmann’s".

  • Players can battle in a chaotic, edible world, scoring points by devouring elements of the map, including the ground beneath opponents.

  • The experience was created by Artificial Rome using Unreal Editor for Fortnite (UEFN).

  • Source: Fortnite (Loot Irresistível Hellmann’s) / LinkedIn (Artificial Rome)

• CeraVe: Launches Skincare Experiences in Roblox and Minecraft

  • CeraVe by L'Oréal partnered with ReachPlayers to create educational and branded activations in Roblox and Minecraft to promote skincare awareness.

  • CeraVe was integrated into 15 popular gaming experiences through a branded mini-game, with the help of Banana Studios and Cubico Studios.

  • The mini-game teaches players about CeraVe products and their benefits in protecting against skin issues such as acne, irritation, and dryness.

  • Source: LinkedIn (ReachPlayers) / LinkedIn (Corin Duffin)

• Škoda: Launches Immersive Metaverse Experience on Spatial

  • Škoda unveiled a new immersive venue on the metaverse platform Spatial to celebrate the launch of its latest vehicle, the Elroq.

  • Visitors can explore a main hall showcasing the Elroq’s key features, visit a virtual showroom of different models, and claim exclusive NFT avatar skins.

  • Source: Spatial (Skodaverse) / X (Skodaverse)

Roblox

• Pacsun: Sells Physical Clothing Through Branded Roblox Experience

  • Pacsun now offers U.S. players the ability to purchase real-world clothing directly in its Roblox experience, “Pacsun Los Angeles Tycoon.”

  • The collection features 10 curated items inspired by California style, with each purchase including a matching virtual item and in-game boosters.

  • This activation blends physical and digital fashion, allowing users to “twin” with their avatars.

  • Source: Roblox (Pacsun Los Angeles Tycoon) / LinkedIn (The Gang)

• NASCAR: Celebrates Holidays with “NASCAR TYCOON” Roblox Update

  • NASCAR updated its Roblox experience “NASCAR TYCOON” for the holidays, bringing festive activities to the branded world.

  • NASCAR Tycoon’s holiday update brings festive fun with snowy tracks, holiday-themed customizations, and a rewards system.

  • Fans can unlock unique items and progress through exclusive challenges while celebrating the season.

  • Source: Roblox (NASCAR TYCOON) / LinkedIn (Taylor Gach Bowers)

Chain Reactions!

Adidas Reconnects with Web3 Roots

Adidas has consistently been one of the most active brands in innovative digital tech, leading the charge with its Into the Metaverse NFT experience. After spending much of the past year prioritizing gaming integrations in platforms like Roblox, Fortnite, STEP’N, and more, the release of the ALTS by Adidas avatar NFT collection signals a return to a strategy that was already in motion.

The timing couldn’t be more intriguing—just as Nike announced the closure of its Web3 pioneer RTFKT last week, Adidas launches a project that taps into a renewed enthusiasm for blockchain during a crypto bull market. The ALTS collection builds on lessons from earlier efforts, emphasizing personalization, community feedback, and plans for deeper integration into gaming by 2025—a focus that has defined Adidas’ digital efforts this year.

Rather than trying to reinvent the wheel, Adidas is refining a strategy it helped define. The brand continues to show its commitment to shaping the future of Web3 with initiatives that balance creativity, engagement, and practical utility.

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