AI and metaverse technologies firm Futureverse and American sports culture brand Reebok have joined hands to create AI, Web3, blockchain-based gaming, and metaverse experiences.
While the two are expected to make digital versions of Reebok wearables linked to non-fungible tokens (NFTs), it seems that they will focus heavily on gaming and metaverse.
According to the press release, the premier collaboration ‘Reebok Impact’ – digital shoes merged with AI and on-chain digital wearables – is set to launch in 2024.
It stated that,
“Reebok and Futureverse will debut “Reebok Impact,” a mind and heart-bending digital shoe experience that will allow mass consumers to dive into artificial intelligence and digital wearables.”
Futureverse co-founders Shara Senderoff and Aaron McDonald commented that the collaboration is a fusion of artificial intelligence (AI), Web3, gaming, and metaverse technologies. It will transform how consumers define digital fashion, they argued.
“It’s an invitation for consumers to step into a world in which their digital footprint is as significant as their physical one,” said the co-founders.
Todd Krinsky, CEO of Reebok, added that this major brand is “deeply entrenched” in consumer trends and transformative technology.
Additionally, the companies said, this is just the first step in their long-term partnership.
They will continue to expand and add functionality and integrations. The two also have plans to launch new experiences.
Participant, Not Spectator
While the digital shoes are yet to hit the market, the teaser video has already been revealed.
Excited to partner with @futureverse to launch @ReebokImpact in 2024, a mind and heart-bending digital shoe experience that will allow our community and beyond to dive into AI and digital wearables. https://t.co/uH4CgAiYQn
— Reebok (@Reebok) December 7, 2023
Through it, Reebok is promoting its “life is not a spectator sport” campaign. CEO Krinsky commented that the company’s ethos “champions the principle of moving with purpose and stepping out into the world as a participant, not a spectator.”
This campaign aligns with Futureverse’s “play-to-learn” strategy, the announcement said. The latter focuses on onboarding consumers via hands-on experiences.
According to the press release,
“For people who want to show the world that life is not a spectator sport, Reebok Impact will leverage shared experiences that allow consumers to share major life moments that have shaped who they are and simultaneously impacted the world.”
The company further opened a separate, Reebok Impact account.
Meanwhile, in December 2021, Reebok partnered with the metaverse company RFOX. Its RFOX NFT label became the exclusive technology provider for the NFT collection by Reebok and ASAP Nast’s NST2 brand.
Now, Futureverse stated that there is more than an NFT collection to its collaboration with Reebok.
More. Make sure you’re following @ReebokImpact 💫
— Futureverse (@futureverse) December 7, 2023
Reebok currently operates in 80 countries with about 400 stores globally.
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