The move sees the adidas Originals brand and PRADA bring the Adidas for Prada Re-Nylon collection into the metaverse as part of the Adidas for Prada re-source project.

The project is described as a first-of-its-kind non-fungible token (NFT) collaboration that will feature user-generated and creator-owned art. It aims to bring together participants across fashion, design, and crypto to co-create a large-scale digital artwork inspired by the physical Re-Nylon collection.

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Consumers are invited to contribute unique anonymised photographs to the open-metaverse NFT project. 3,000 community-sourced artworks will be minted as NFTs and compiled as tiles in a single mass-patchwork NFT designed by creative coder and digital artist, Zach Lieberman.

Lieberman’s final NFT will be brought to auction on SuperRare, a marketplace for curated NFT artworks. A majority of the proceeds from the auction go to Slow Factory, a non-profit organisation and institute working to create education to drive meaningful solutions and inclusive communities.

Adidas for Prada re-source

From today (24 January), anyone can register with a digital wallet for a chance to create and mint a pseudonymous NFT to be featured in the Adidas for Prada re-source project. At this stage, users will be invited to submit a photograph, using a filter designed by  Lieberman, to create their own individual creative contribution.

Following this waitlist period, 3,000 contributors will be randomly selected to participate in the drop, with 1,000 of the spots reserved for holders of the Adidas Originals Into the metaverse NFT, and a further 500 reserved for users who attempted to mint Into the metaverse in the public sale but failed.

From 26-27 January, those selected will be able to return to the website and mint their photograph contribution as an NFT, free of cost. Contributions from all co-creators will be featured as individual tiles in a community-sourced digital artwork created by Lieberman.

Lieberman’s culminating mosaic will be minted as the final NFT in the Adidas for Prada re-source project and will be sold as a one-of-one NFT in an auction on digital art marketplace SuperRare from 28-31 January. Adidas for Prada re-source by Zach Lieberman will be displayed as a large-scale digital art installation in selected Prada and adidas flagship stores worldwide.

Recognising the fundamental role of creators, all 3,000 contributors featured in the final NFT project will own full IP rights to their individual NFTs and have the ability to sell their NFT on the secondary market. In addition, owners of each individual NFT will receive a percentage of the auction sale of Adidas for Prada re-source by Zach Lieberman each time it is sold, in perpetuity.

The Adidas for Prada re-source project follows the success of Into the metaverse –Adidas Original’s debut NFT project which launched in December and minted 30,000 NFTs to over 21,000 buyers in collaboration with gmoney, PUNKS Comic and Bored Ape Yacht Club.

Adidas Originals and Prada say they are set to build on this momentum to further explore how brands can transcend the physical world to find new resonance in virtual spaces.

Sports specialist New Balance was said to be joining its competitors in the metaverse last week, with three pending trademark applications to have computer programmes, merchandise and entertainment services for its apparel and footwear in online virtual worlds.

Meanwhile, Ralph Lauren’s CEO Patrice Louvet told attendees at the National Retail Federation annual conference that the US fashion brand wants to explore opportunities in the metaverse.