STEPN GO and Adidas collaborate for the creation of physical shoes limited edition collection from the Genesis NFT Sneakers in the original STEPN app, followed by a second partnership for exclusive NFTs in STEPN GO for their STEPN Go community, with more than 420 million GMT locked in the raffle mints.
STEPN GO X Adidas
In the wake of the initial cases of fashion brands minting NFTs, including Burberry’s NFT gaming character and Karl Lagerfeld NFT figurines, fashion brands continue to find new and creative ways to capitalise on NFTs. Today, brands create desirability by offering more utility and value such as a limited edition physical item or a novel experience in the ecosystem.
Adidas, a global leader in the sporting goods industry with sales of € 21.4 billion in 2023, and web3 lifestyle app STEPN GO, are quick on the uptake. Drawing a parallel between the limited-edition approach of a physical collection and the scarcity and desirability of NFTs, the introduction of a limited-edition physical collection of 1,200 co-branded adidas Ultra Boost 5 running shoes highlights how the brands are pushing the boundaries of digital and physical fashion — STEPN GO and Adidas have combined the exclusivity of drops with the hand craftsmanship of tech-integrated products.
These limited edition running shoes mark Adidas’ first co-branded physical product created in partnership with a Web3 entity. From December 13, 2024 the limited-edition collection will be available exclusively on the Mooar marketplace. This initiative is reserved for holders of STEPN and STEPN GO x adidas Genesis Sneakers.
“The launch of physical shoes is a defining moment in our partnership with Adidas”, says Shiti Manghani, CEO of STEPN by FSL. “We’ve moved from digital collectibles to tangible products that people can wear, showing just how far the Web3 space has evolved. This collaboration demonstrates the potential of merging fitness, digital assets, and real-world products.”
“We’re thrilled to offer a new digital experience for runners at the forefront of this exciting new era,” says Erika Wykes-Sneyd, VP and GM of adidas /// studio. “This collaboration not only brings a fresh way to engage with fitness but also introduces rewarding experiences that push the boundaries of what’s possible in both the physical and digital worlds.”
The next step in STEPN GO And Adidas partnership: the raffles
To keep consumers engaged, a brand needs to constantly create new value and both loyalty and rewards play a key role in these brands’ NFT stratagem. The raffles for the STEPN GO x adidas Ultra Boost 5 running shoes will take place from December 13–17. An advantage will be given to STEPN and STEPN GO x adidas Genesis NFT holders, while opportunities for broader participation will be provided through a contest on X and raffles exclusively open to the ALTS by adidas and STEPN Apps communities. Winners can claim their running shoes between January 6–22 in four limited edition co-branded shoe styles.
The STEPN GO x Adidas collaboration is a significant step in integrating an active lifestyle into everyday life, showcasing STEPN GO’s innovative approach to fitness technology and its leadership within the Web3 ecosystem. By combining digital and physical experiences, this partnership underscores the growing impact of STEPN GO, not just as a fitness app but as a pioneer in redefining possibilities in the Web3 space.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
