Nike .Swoosh beta launch 'Own The Future of Sport'
Image credit: Nike
What launched?
Nike is betting on building its own web3 ecosystem based on a.Swoosh, social identity system. The .SWOOSH ID is a soulbound NFT, which means it can never be traded. Instead, it operates like an ID badge within the Nike web3 world and beyond.
This from the company that has generated $186 million in total revenue from NFTs, more than the 10 next best brands combined (see our market report below). Nike says:
“The new digital community and experience is a home for Nike virtual creations and uses blockchain-powered technology — or what many call “web3” — to offer an inclusive, equitable place for athletes, creators, collectors and consumers to design and own the future of sport.”
Nike’s platform is a few years in the making. Nike will release its first-ever collection of digital wearables in 2023, which will be informed by .SWOOSH holders and include royalties to the winners who help to co-create virtual products.
Our 0.02ETH 🍃
- Nike is building an immersive community, not just an NFT drop.
- Built on Polygon; perfect for large-scale projects with low-cost transactions. Nike has previously only built on Ethereum, so it makes sense they’d want to maintain EVM compatibility while leveraging Polygon’s speed and affordability.
- Nike is ‘seeding’ its web3 community through the free .SWOOSH NFTs -- and so far over 275k unique users have minted! It's a great way to develop an addressable audience of wallet holders, and learn about their users onchain web3 activity. (More on free NFT tactics here.)
- Collaborating with creatives in their community using .SWOOSH NFTs as their identifier is a cool way to reward active fans with revenue-share opportunities for co-creations. Is this the future of remix and collab culture? Leave it to the DTC kings at Nike to shape the way.
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What better person to wax onchain poetic on the future of brands in web3 at one of the industry's largest global gatherings: EthCC?
Following her talk last year on Big Brands & Web3: NFTs and the consumer brand revolution, Camilla took the stage this week in Brussels to drop some more alpha on brands making moves onchain in a new talk, Zero-Party Cookies: the future of personalized consumer data.
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Use Case: Richie Hawtin & Proof-of-Attendance NFTs
Breaking down a different future for drops.
For techno icon Richie Hawtin, drops are about more than just bass.
As one of the most acclaimed artists in electronic music history, the Ontario, Canada-bred musician has long had an affinity for leveraging futuristic technologies to make processes more efficient and engaging.
“Music and technology have absolutely always been intertwined for me,” Hawtin said in a 2022 interview.
From soundtracking Prada fashion shows with mind-bending audio-visuals to creating his own mixer (and tech-indebted sake brand), Hawtin has always pushed the bar.
Since 2022, his journey as a musical technologist has included a growing affinity for web3 — more specifically, Proof-of-Attendance NFTs.
How to Rewire Your Brain (and Brand Strategy) using Web3
From web3 data to web3 wallets - the only constant is change.
In technology, as in life, this one always hits. Whether it’s AI-powered smart pillows, a fully NFC-chipped wardrobe, or an entire generation spending their allowance on avatars, the future of engaging consumers is no longer about maybe leveraging next-generation technology — it’s a must.
Nonetheless, it’s not always easy to keep up when so much change is in the air. Sometimes, it even requires us to completely rewire our brains to make room for what we must understand to thrive as a brand. Rather than turn this into a game of Operation, let’s continue.
