Adidas’ Golden Ticket NFTs, Jay Chou’s Tmall Meta-Space and more: Web3 Drops Of The Week
On the first Monday in May, the Met Gala went meta. Alexis Ohanian, American internet entrepreneur and husband of tennis legend Serena Williams, wore a custom Gucci brooch and cufflink set based on Yuga Labs’ Otherside character ‘Blue’. New York-based cult brand Vaquera also shared its take on the annual fashion extravaganza, exploring what the event’s red carpet would look like through the lens of artificial intelligence (AI).
As for this week’s recap, Mandopop star Jay Chou is back to increase his metaverse presence via Tmall’s newly expanded digital space. Jing Meta also looks at how Adidas is taking its Web3 community to the next level and committing to its promise to bridge the worlds of Web2 and Web3 through new activations. Alo Yoga is also taking action in the metaverse after launching a new NFC-powered ‘Tap For Mindfulness’ campaign across its stores – demonstrating once again how brands are pushing to connect their virtual presence with their offline one.
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Alo Yoga Launches ‘Tap For Wellness’ Tokens for Mental Health Awareness Month
What happened: Alo Yoga continues its wellness work in Web3, and has launched a new project centered around the wellness practice of affirmations. To commemorate Mental Health Awareness Month in May, the athleisure brand teamed up with MoonPay to create its ‘loss for mindfulness’ project.
Customers visiting the brand’s brick-and-mortar store can tap an NFC-enabled screen to claim their free Daily Affirmation Collector’s Item, which provides access to a variety of mental health resources and affirming NFTs via email.
The verdict: The mission-driven lifestyle brand has become one of the fastest growing retail brands globally thanks to its community-centric approach. Its presence in Web3 is no different. Leveraging its core values of better health and lifestyle, Alo has used technology such as near-field communication to advocate for holistic health practices and conscious self-care in the metaverse.
As for the community, the scan-to-lock process that the brand implemented in its IRL shop floors is a seamless method of introducing its group to the possibility of NFTs and digital collectibles, with minimal risk in the process.
Jay Chou’s new Tmall metaverse space allows fans to explore his music videos and the story behind them. Photo: Tmall
Jay Chou unveils “Special Demo” Metaverse Space in Tmall for fans
What happened: The musician and co-founder of fashion label PHANTACi has raised his status in China’s metaverse once again, this time by launching a new immersive space in collaboration with digital collection platform Mint App. By leveraging fan engagement and participation, visitors can discover “Easter Eggs” hidden in scenes, which unlock secret soundtracks and unique postcards.
China’s leading e-commerce platform Tmall upgraded its metaverse before launching its new 3D music site. In the space, users can access Chou’s popular music works and explore the history of music videos in an interactive way.
The verdict: This is the second virtual space established by Chou. Last year, the musician turned five of his songs into 10,000 digital collectibles that unlocked access to an exclusive virtual fan experience. The project received a lot of attention across China, but the “keys” ultimately failed to sell out. While Chou’s metaverse ambitions may not have always taken off, his commitment to cracking the Chinaverse has been anything but instantaneous, with the artist continuing to delve deeper into the ecosystem through exploratory adventures. As for this latest drop, it has yet to gain as much exposure across China’s social media as Chou’s previous digital project; however, the official Weibo hashtag has already received 128,000 reads (at the time of publication) since it was first posted.
GOLDEN TICKET > SNEAKER BOT ✨
🎟️ Your chance to win an adidas CONFIRMED Golden Ticket NFT.
🔥 A ticket to get you 1x guaranteed cop to ANY hype draw drop in the next year on adidas CONFIRMED.
Info and review below 👇 pic.twitter.com/8YNwRE9Ba2
— Indigo Herz (@indigo_herz) 28 April 2023
Adidas launches ‘Golden Ticket’ NFT lottery for its growing Web3 community
What happened: This week, the sportswear brand offered its community the chance to win an “Adidas Confirmed Golden Ticket” NFT, which grants its winner (chosen on May 5) guaranteed access to one drop of their choice over the next year via its dedicated app, Adidas Confirmed . Participants in the draw needed both the brand’s Confirmed app and an ETH wallet to enter. In an official tweet for the raffle, the brand wrote, “This is not an #ALTSbyadidas exclusive activation, but our promise to use our brand and technology to bridge the gap between Web3 and Web2.”
The verdict: In the past year, the brand has launched a new Web3 loyalty program and adopted a new and improved direction in its roadmap. What has emerged as a result are ventures such as the new ALTS from Adidas, which is overseen by the brand’s Bored Ape mouthpiece – also known as Indigo Herz.
This next phase in its ALTS journey celebrates community rewards. The official tweet for the raffle received over 110,000 views, with enthusiasts saying the contest was an “awesome” use of blockchain technology. Overall, Adidas’ Web3 strategy is based on harnessing the power of technology and the steadfast loyalty of the sneaker community to cultivate a new generation of fans – a tactic that has secured its position as a role model in the industry.
