German sportswear giant Adidas AG has officially stepped into the metaverse, announcing partnerships with leading NFT projects Bored Ape Yacht Club (BAYC), Punks Comic, and prominent cryptocurrency investor Gmoney. On December 2, the company's Twitter account declared: "Today we leap Into The Metaverse with Bored Ape Yacht Club, Gmoney & Punks Comic. It's time to enter a world of limitless possibilities." The tweet garnered over 8,000 likes and 4,000 retweets.
Acquiring a Bored Ape as Brand Identity
Adidas updated its Twitter profile picture to BAYC #8774, which was purchased for 46 ETH (approximately $156,000 at the time of settlement). The NFT depicts a blue-furred Bored Ape wearing heart-shaped sunglasses, a gold earring, a fisherman's hat, and a yellow Adidas jacket featuring the classic three-stripe design. According to DappRadar statistics, the wallet associated with Adidas holds 13 NFTs from 11 different collections, including Punks Comic: "The Hunt for the Lost Robbies" acquired for 6.95 ETH. BAYC #8774 and the Punks Comic NFT are the most expensive digital assets in the wallet, while other NFTs have floor values ranging from $17 to $549.
Partnership Details: Coinbase and The Sandbox
Last week, Adidas revealed a partnership with crypto exchange giant Coinbase, describing the metaverse as one of the most "exciting" developments in digital technology. The company is also collaborating with the blockchain-based virtual world The Sandbox, though specific details remain undisclosed. On its official portal "Adidas Metaverse," the company stated: "It's happening. Gmoney, Punks Comic and the Bored Ape Yacht Club lead Adidas into the Metaverse. Let's go."
Competitor Nike Already Active in Roblox
Adidas's main rival Nike has also been aggressive in the metaverse space. On November 18, Nike launched "Nikeland" on the Roblox platform, describing it as a virtual destination "where competition and creativity are abundant for all." The simultaneous moves by two major sportswear brands highlight a broader trend of traditional corporations embracing blockchain and NFT technology.
Industry Implications and Outlook
By aligning with top NFT projects and a leading crypto exchange, Adidas is not only boosting its brand awareness within the crypto community but also setting a precedent for traditional companies exploring metaverse business models. The convergence of physical products and digital collectibles — often termed "phygital" — is expected to become a mainstream trend. The release date for the co-branded NFTs has not yet been announced, but the market is already buzzing with anticipation.