Adidas, the global sportswear giant, has unveiled an exciting new venture called “Residency by Adidas,” a digital artist residency program aimed at providing a global platform for artists to exhibit their work. This initiative not only showcases digital art but also bridges the gap between the digital and physical realms, offering collaboration opportunities with Adidas on a wide range of merchandise.
INTRODUCING: RESIDENCY BY ADIDAS 🤝
The adidas /// studio is proud to announce the global launch of "RESIDENCY by adidas" – the brand’s first digital artist-in-residence program! 🎨 pic.twitter.com/He0LAEUzQA
— ALTS by adidas (@altsbyadidas) August 31, 2023
The Residency by Adidas program kicks off with two talented featured artists, MonkeeMoto and Adra Kandil. Their captivating digital artworks will be available as Ethereum-based NFTs, marking a significant move for Adidas into the NFT space. But what sets this program apart is its unique fusion of digital and physical art.
While NFTs have primarily existed as digital assets, Residency by Adidas takes a groundbreaking step by integrating physical merchandise into the world of NFTs. This means that artists collaborating with Adidas won’t be limited to the digital realm; their creations can transcend into the tangible world. This innovative approach could potentially set a new trend in how brands and artists interact within the digital and physical space.
NFT categories within Residency by Adidas
The NFTs offered through this program will fall into two categories:
- Limited edition. These NFTs, restricted to just 100 pieces per artist, will be priced at 0.15 ETH (approximately $250 based on current valuations). What’s more, these exclusive pieces will come bundled with specially designed hoodies, adding a tangible dimension to the digital artwork.
- Open edition. These NFTs will be more accessible, priced at 0.03 ETH (around $50). These NFTs will be available to the general public for minting, without any restrictions on quantity.
Adidas’ ongoing commitment to NFTs
Stacey King, the Global Head of Communications and Activations for Adidas /// Studio, has highlighted that the Residency by Adidas program aligns with Adidas’ ongoing ALTS Ethereum NFT series. This indicates a long-term dedication by Adidas to integrate NFTs into its comprehensive brand strategy. By encompassing both digital and physical aspects, this program might serve as a blueprint for future collaborations between corporate brands and digital artists.
Adidas speaking at the Korean Blockchain Week
Adidas is all set to make waves at the Korean Blockchain Week with its RESIDENCY launch. Collaborating with NFT Now for The Gateway’s third edition, this event promises an immersive digital art gallery featuring works by DearNostalgia and MONKEEMOTO, showcasing their incredible RESIDENCY creations.
The event is more than just art; it’s an opportunity to engage with these talented artists as they discuss art, web3, and their collaboration with the iconic three stripes. Stacey King from adidas /// Studio will also be taking the stage to delve into this groundbreaking partnership.
Mark your calendars for September 7-8, 2023, in Seoul, Korea. And if you’re an ALTS by adidas holder, don’t miss out on your chance to snag free VIP tickets! This event is poised to be a milestone in the world of NFTs and digital art.
A remarkable fusion of art and commerce
In summary, the Residency by Adidas initiative represents a significant effort to unite digital and physical elements in both the realms of art and commerce. With distinct pricing options, limited and open editions, and tangible merchandise, the program caters to a diverse range of collector preferences. As it evolves, this initiative is poised to become an intriguing case study, showcasing how corporate brands can effectively engage with the dynamic NFT space.