Adidas Originals and Prada Announce Collaborative User-Generated NFT Project

BY Langston Thomas

January 21, 2022

Adidas Originals and Prada have united for a new, innovative metaverse collaboration. Inspired by the pairs’ physical Re-Nylon collection, the two fashion powerhouses have announced a new community-based NFT project called the adidas for Prada re-source.

For this, adidas and Prada’s third-ever collaboration, the two companies have launched a first-of-its-kind NFT endeavor that will feature user-generated and creator-owned art. Starting Jan. 24, anyone who registers for the re-source using a digital wallet will be invited to submit a photograph, using a filter designed by digital artist Zach Lieberman, to create their own individual creative contribution.

With this latest joint effort, adidas Originals and Prada are aiming to bring together participants across fashion, design, and crypto to co-create a large-scale digital artwork. In collaboration with Lieberman, the two companies hope to leverage NFT and web3 technology to reward participation in a new kind of collective rooted in ownership and community.

“The metaverse presents vast possibilities and we see Web3 as a new playground to collaborate with our community – creating shared value for every participant,” adidas Originals VP of Brand Communications Erika Wykes-Sneyd said in a statement. “This latest NFT project with Prada and Zach Lieberman encapsulates our desire to work in a radically open manner, drawing on a shared ethos of relentless innovation as we bring co-collaborators on the journey with us toward a new frontier.”

Following this waitlist period from Jan. 24-26, 3,000 contributors will be randomly selected to participate in the drop, with 1,000 of the spots reserved for holders of the adidas Originals’ genesis NFT drop and another 500 reserved for users who attempted to mint a piece from the drop but failed.

From Jan. 26-27, those that were selected will be able to mint their photograph submission, for free via the re-source website. The 3,000 NFT photographs will then be compiled by Lieberman into a mass-patchwork NFT to be put on auction via SuperRare on Jan. 28.

“As a digital artist, I have a strong interest in exploring new platforms for making and sharing work,” Lieberman said in a statement. “Putting artwork on the blockchain, in the form of NFTs, represent a compelling new technology that introduces the ability to bring ownership to digital objects. This unlocks the potential for value to be recognized on behalf of individual creators and the collective, which is the inspiration for my final design.”

Participation in the adidas for Prada re-source will be completely free, with contributors maintaining full ownership rights over their individual NFT tiles. With this collaborative project, Prada will be releasing its first NFT, while adidas Originals grows upon efforts to become a frontrunner of NFT fashion.

To learn more about the forthcoming drop, visit the adidas for Prada re-source website here.

Photos courtesy of adidas Originals.

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