Collab Spotlight: Moncler x Adidas
The Art of Explorers.
Recently, Adidas made an announcement about its Adidas Originals division partnering with the luxury brand Moncler for a non-fungible token (NFT) project. The release of digital collectibles coincides with the launch of a new artificial intelligence (AI)-driven marketing campaign, scheduled for October 4.
In celebration of this unique collaboration, named 'The Art of Explorers,' the brands turned to machine learning technology to create a series of AI-generated "explorer" characters. These digital explorers also came to life in the form of mixed-media sculptures, meticulously crafted by talented artists Gary Card, Ibby Njoya, and Kate Tabor.
A virtual experience has been unveiled on Moncler's dedicated website, offering an immersive adventure in a city-inspired setting. Visitors can explore this digital environment to access exclusive products and even make purchases through interactive "digital billboards."
This project builds upon Adidas Originals' established NFT strategy. In addition to the AI-powered initiative, the collaboration will introduce a limited-edition NFT collection featuring the Moncler x Adidas Originals 'NMD' boot. The collection will be available for purchase on Adidas' Confirmed app starting today, with a wider release to the general public on October 5.
Moncler is known for its innovative approach to collaborations, including its 'Genius' Fall/Winter 2023 collection, which featured partnerships with eight renowned designers, such as Rick Owens, Palm Angels, and Salehe Bembury. This collection reinterpreted Moncler's classic design elements and was showcased during London Fashion Week in February.
Furthermore, Moncler has actively embraced the emerging virtual space. In celebration of its 70th anniversary, the brand launched 1,070 NFTs inspired by its iconic Maya jacket, which were created by 3D artist Antoni Tudisco in October of the previous year.
With Adidas already establishing a strong presence in Web3, Moncler has the advantage of leveraging the sportswear brand's status to enhance its own digital presence. Collaboration is a central theme in Web3, and it's no surprise that brands are teaming up in this space.
Despite concerns about a potential bubble burst, collaborations are continuing to flourish in the offline world. As Web3 continues to evolve and prove its value, it may indeed become a savior for the fashion industry.