Adidas and Prada launch the Re-Nylon NFT collection

By Raffaele Redi

The project will involve both audiences

Image of a graphic that includes the words adidas, Prada and re-source                                 
The project will involve 3,000 participants from both the communities - Photo: Adidas
                                

Fashion brands adidas Originals and Prada have announced their next step into the metaverse of non-fungible tokens (NFTs) with their third collaboration focused on the adidas for Prada Re-Nylon collection of accessories and sportswear.

In an announcement, adidas and Prada will invite their customers from 24 January to contribute unique anonymised photographs to the open-metaverse project to mint 3,000 community-sourced artworks as NFTs.

The project, powered by the Polygon network, will then be compiled as tiles in a single, one-of-one NFT, designed by renowned digital artist Zach Lieberman that will be dropped on the SuperRare platform.

Displayed worldwide in stores

The one-of-one NFT will be displayed as a large-scale digital art installation in selected Prada and adidas flagship stores worldwide.

Most proceeds from the auction will go to non-profit organisation Slow Factory, while contributors will maintain full ownership rights over their individual NFT tiles.

“The adidas for Prada re-source project confidently marks both brands’ latest collaborative journey into the metaverse,” said the companies in a joint statement.

The Aura Blockchain Consortium

Last year, Prada joined forces with other brands to form the Aura Blockchain Consortium, a project for the development of metaverse and NFT solutions for top luxury brands.

The consortium was created in April 2021 by LVMH, Prada Group and Cartier, part of Richemont. Other brands on the platform include Bulgari, Cartier, Hublot, Louis Vuitton and Hennessy and Prada.

The international fashion organisation OTB Group, which powers brands like Diesel, Maison Margiela and Marni, recently joined as the fourth founding member, while French cognac distiller Hennessy was integrated at the start of 2022.

The mission of the consortium is to develop new standards for the luxury industry related to innovation, transparency and blockchain technology. “The upcoming projects are the release of Aura Light, an easier solution for brands without the internal resources to develop their own systems, and the development of an NFT solution for luxury brands,” said the consortium.

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