Adidas has steadily expanded its Web3 strategy, from launching Into the Metaverse and partnering with BAYC-linked figures to rolling out co-created NFTs, virtual apparel, and the new ALTS sub-brand.

ALTAVA AI, incubated by LVMH, has launched its open beta to democratize digital fashion creation using generative AI, supporting cross-platform display and monetization. Partnered with luxury brands like Prada and Fendi, it aims to transform the metaverse fashion industry.

RTFKT co-founder Chris Le says the company wants to become a recognizable brand across AR, VR, gaming and physical products. Backed by NFTs, blockchain authentication and redeemable physical items, RTFKT is pushing digital fashion toward broader adoption.