French retailer Decathlon launches its first NFT series

By Raffaele Redi

Sneakers will be associated to ‘golden ticket’ NFTs that unlock exclusive extras

The world freestyle football champion Séan Garnier                                 
Decathlon has partnered with Séan Garnier won the French freestyle football championship three times – Photo: Shutterstock

French sports retailer Decathlon has launched its first non-fungible token (NFT) series, a collection of digital tickets providing access to a limited series of sneakers released in partnership with world champion and three-time French freestyle football champion, Séan Garnier.

The NFT series, called the Kipsta Barrio Project, was inspired and designed for street football players, according to Decathlon, which is going to drop the NFTs on the Tezos NFT platform.

The sneakers will be available in 2,008 copies in tribute to the year when Garnier won RedBull Street Style in Brazil, a freestyle football tricks competition.

Hadrien Zerah, managing director at Nomadic Lab, which is also involved in the NFT series, said: “Decathlon is one of the favourite companies of the French and has been recognised for years for its innovation. We are therefore happy to accompany it in the deployment of its first NFT which, I hope, will call for others.”

The golden tickets NFTs

As Decathlon explained, each shoe will be associated with an NFT in the form of a ‘golden ticket’ that will give access to personalised and exclusive experiences with Garnier.

“For Decathlon, the Barrio project by Kipsta is the first step into the world of blockchain and NFTs,” explained Valentin Auvinet, NFT leader at Decathlon. “We, therefore, wanted to surround ourselves with partners who are references of their universes – Séan Garnier for freestyle football – and Nomadic Labs and Tezos in the blockchain.

“We hope that this collaboration with Séan Garnier will lead to many others and we can’t wait for the public to adopt this.”

Decathlon is not the first organisation to choose Tezos to boost its fan engagement. Other brands working with Tezos include Manchester United, The Gap, Ubisoft, Evian, and Formula 1 teams Red Bull Racing and McLaren Racing.

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