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Adidas and Prada’s Community-Sourced Fashion Project Heads To The Metaverse
03/19/22

Adidas and Prada’s Community-Sourced Fashion Project Heads To The Metaverse

In support of the adidas for Prada Re-Nylon collection, the brands are launching an ambitious, first-of-its-kind community NFT collaboration that brings together consumers from fashion, design, and crypto. 

Prada’s first Re-Nylon collection launched in 2019 and highlighted the company’s focus on sustainability. The at-the-time five-product assortment of bags and belts were all cut from recycled nylon textiles, and those same sustainable fibers are also utilized through the new 2022 Adidas x Prada Re-Nylon collection. The brands unveiled an extensive, new collection this year, diving into ready-to-wear and accessories for the first time. The lineup of products includes a jacket trimmed in Adidas’s trademarked three stripes, backpacks lined in Prada’s signature Saffiano leather, and many more signature apparel and accessories options. 

The pieces from the brand partnership are available to shop in Prada boutiques, at prada.com, and adidas.com/prada, but what really stands out about the progressive collaboration is the NFT work linked to it. Adidas and Prada have each invited their respective audiences to contribute anonymized photographs and other digital collateral to the Open-Metaverse NFT project. 3,000 of the community-sourced artworks 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 is designing the strikingly original piece. Participation in the user-generated project is free for both brands’ creative communities, and the creators of the NFTs being used in the mosaic will retain full ownership rights over their individual NFT “tiles.” 

The ambitious and truly collaborative web3 initiative was completed last month. The resulting interactive and dynamic work enabled the community of Prada and Adidas fans to discover the transformative benefits and next-gen possibilities of Web3, co-creation, digital ownership and NFTs. By facilitating the education of art, fashion, design communities and beyond both 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.