Adidas and Prada’s Community Fashion Project Heads to the Metaverse

Prada’s first Re-Nylon collection launched in 2019 and highlighted the company’s focus on sustainability. The five-product assortment of bags and belts at the time were all cut from recycled nylon textiles, and these same sustainable fibers are also used in the new 2022 Adidas x Prada Re-Nylon collection. The brands unveiled a vast new collection this year, delving into ready-to-wear and accessories for the first time. The product line includes a jacket adorned with adidas’ signature three stripes, backpacks lined with Prada‘s signature Saffiano leather, and many other signature apparel and accessory options.

The pieces resulting from the brand’s partnership are available for sale in Prada boutiques, at prada.comand adidas.fr/prada, but what really stands out about the progressive collaboration is the NFT work that goes into it. Adidas and Prada each invited their respective audiences to contribute anonymized photographs and other digital media to the NFT Open Metaverse Project. 3,000 pieces of art from the community will be minted as NFTs and then compiled as tiles into a single mass patchwork NFT. Renowned creative coder and popular digital artist Zach Lieberman designs the remarkably original piece. Participation in the user generated project is free to the creative communities of both brands, and the creators of the NFTs used in the mosaic will retain all ownership rights to their individual NFT “tiles”.

The ambitious and truly collaborative web3 initiative was completed last month. The resulting interactive and dynamic work enabled the Prada and Adidas fan community to experience the transformative benefits and next-generation possibilities of Web3, co-creation, digital ownership and NFTs. By facilitating the education of communities in art, fashion, design and beyond, Prada and Adidas hope to “champion future consciousness”.

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This article originally appeared in the PSFK iQ report, Consumer Creators: Selling To Gen Z.

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