Adidas Originals X Prada are Heading Into the Metaverse

As NFTs and the metaverse take off, Adidas Originals and Prada are joining forces to enter the digital world for charity. For their latest collaboration, Adidas and Prada are starting a global, user-generated NFT art project. Titled Adidas for Prada Re-Source, the project will bring together participants from fashion, design, and crypto to create a piece of art inspired by the physical Re-Nylon collection. The Re-Nylon collection was Adidas and Prada's first collaboration that combined Prada's timeless nylon designs with Adidas' iconic sportswear to create a one of a kind collection. 

Addressing the new project, Lorenzo Bertelli, the Prada Group Marketing Director and Head of Corporate and Social Responsibility exclusively tells L'OFFICIEL, “Prada has long been at the forefront of expressing innovative design in new mediums—be it physically, visually, culturally and beyond—and as a pioneer, in 2012 created a metaverse project called ‘Il Palazzo.'  Prada sees the emergent metaverse as a new space for the brand to re-define luxury for the next generation and cultivate shared experiences that honor the brands’ spirit of experimentation and creativity.”

Now, the Adidas and Prada are joining forces again, and enlisting the help of the global audience to bring their NFT to life. For the project, the brands have collaborated wtih Polygon Studios, the Gaming and NFT sector of the gaming website to create the NFT on Polygon's network. The NFT will be made up of 3,000 indivual tiles designed by creators across the globe. Each tile will be minted and complied into a single NFT work of art by digital artist and coder Zach Lieberman. 

The final NFT will go to auction, and all sale profits will be donated to Slow Factory. Slow Factory is a non-profit organization that is working to educate people about climate justice and human rights.

A percentage of sales from the NFT and secondary sales of Lieberman’s final work will be awarded to the artists of the tiles. Additionally, each artist will gain ownership of their tile NFT and will have the rights to sell to a secondary market. 

Starting January 24, anyone with a digital wallet is eligible to enter for a chance to become one of the 3,000 artists for the project. Creators will be asked to submit a photograph using a filter made by Lieberman to create an original contribution. Those selected will be able to mint their NFT free of charge. The final NFT will be available for purchase on the digital marketplace SuperRare starting January 28, and ending on the 31st. A large-scale digital art installation of the NFT, "Adidas for Prada Re-Source by Zach Lieberman," will be on display at flagship Adidas and Prada stores worldwide.