07/07/22

Retail Trend: Shipping From Virtual To IRL

Creating immersive experiences that bridge, or blend, the gap between physical and digital is becoming a new imperative.

Leading brands and retailers are experimenting with innovative product releases across metaverse worlds and virtual platforms that give their owners a claim to real-world, physically-twinned goods.

Nike’s new Air Force 1 NFTs come with a real sneaker, too
Nike is expanding its RTFKT “Space Drip” Air Force 1 NFT project with physically “forged” counterparts designed by 19 different artists, including major IRL to virtual-world “it girl” Paris Hilton. Owners of the Air Force 1 NFTs have until early December to redeem their physical sneakers, and new collectors are able to grab a pair as well by purchasing an NFT. Each physical pair of the Space Drip Air Force 1’s replaces Nike’s swoosh with a lightning bolt on one side to signal its NFT twin. High Snobiety

American Eagle sells IRL clothes designed by virtual artists
American Eagle Outfitters is producing a limited edition apparel collection featuring real-life graphic designs from NFT designers including Little Lemon Friends, Starcatchers, The Littles and WonderPals. The launch isn’t a sale of NFTs, but a way to bring physical items to customers who might be fans of them. AE

Puma wants to bring digital products into the physical world
Puma is evolving its web3 strategy with plans to eventually produce digital products tied to physical goods. The company has partnered with 10KTF, a narrative NFT project featuring the fictional tailor Wagmi-San who previously worked with Gucci’s metaverse. While aware of competition from bigger brands like Nike and Adidas, Puma hopes by pairing physical and digital products it can open up a “fourth dimension of experience.” Vogue

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