Adidas Unveils ‘Residency’: A Web3-Powered Artist Collaboration Initiative
In a pioneering move within the fashion industry, Adidas has announced the initiation of its inaugural Web3-driven digital artist residency program, known as ‘Residency by Adidas.’ This groundbreaking program is poised to provide digital artists from diverse corners of the globe with a unique opportunity to exhibit their creative endeavors and collaborate with the renowned brand on both digital and tangible creations.
The program’s introduction is credited to the Three Stripes Studio, also referred to as /// Studio, a dedicated entity established by Adidas in January to oversee its Web3 initiatives. ‘Residency by Adidas’ is scheduled to launch on a global scale on September 7th, coinciding with Korean Blockchain Week in Seoul. The launch will feature artworks crafted by the program’s first cohort of participating artists, including MonkeeMoto, hailing from Tokyo, and Adra Kandi, also known as Dear Nostalgia, representing Lebanon.
Adidas Launches ‘Residency’ Program
This innovative initiative encompasses a series of limited edition Non-Fungible Token (NFT) releases, with each artist offering a collection of just 100 NFTs, priced at 0.15 ETH each. Importantly, these exclusive NFTs will only be accessible to attendees of the Seoul event, adding an element of rarity and exclusivity to the collaboration.
Stacey King, the Global Head of Communications and Activation for Adidas /// Studio, expressed her excitement regarding the ‘Residency’ project. She emphasized the brand’s commitment to exploring, experimenting, and expanding its influence within the Web3 community. King noted that the decision to launch such an initiative was driven by Adidas’s recognition of the brand’s significance in the Web3 space, as well as the positive response garnered from the Open Editions events held in Berlin and New York City.
King further elaborated that ‘Residency’ epitomizes Adidas’s commitment to fostering a stronger pathway and platform for the most captivating and innovative artists within its community. She also hinted at forthcoming digital, physical, and interconnected releases, all aligning with Adidas’s broader plans to establish ALTS by Adidas as a flagship project within the Web3 realm.
The launch of ‘Residency by Adidas’ underscores the brand’s strategic move into the realm of Web3 and the metaverse. By providing a platform for digital artists to collaborate and showcase their work, Adidas aims to solidify its presence within the rapidly evolving landscape of blockchain technology and digital art. The limited edition NFT releases serve as a testament to the brand’s commitment to embracing the digital age and leveraging the creativity of the Web3 community.
As the program prepares for its global launch in September, the anticipation among both artists and enthusiasts within the Web3 community continues to grow. ‘Residency by Adidas’ signifies a significant step forward for the fashion industry, bridging the gap between traditional fashion and the emerging digital art world, while also capitalizing on the unique attributes of blockchain technology, including scarcity and authenticity, offered by NFTs.
Adidas’s foray into the Web3 space not only showcases its commitment to innovation but also highlights the brand’s recognition of the transformative potential of blockchain technology and digital art. ‘Residency by Adidas’ promises to be an exciting and pioneering venture, opening doors for collaboration and creativity in the metaverse, and further blurring the boundaries between fashion, technology, and art in the Web3 era.