Veteran shoe designer Christian Louboutin is teaming up with comic book giant Marvel on a pair of limited-edition digital collectibles, which were unveiled Wednesday alongside the launch of an exclusive physical capsule collection with the entertainment giant.
However, unlike the brand’s shoes – which are known for their exorbitant prices – the NFTs are being given out as a free bonus for buyers of the physical shoes and accessories.. Buyers of items from Louboutin’s “Marvel Collection” capsule will receive the “Sea Warrior Special Edition” NFT collectible as a gift.
The NFT is a digital representation of the brand’s 100mm high gladiator sandals, inspired by the classic Marvel character Namor, which retail for $3,495 in real life.
The Sea Warrior Special Edition NFT artwork. Image: Veve
Meanwhile, the “Sea Queen” NFT will be distributed as a “digital token of appreciation” to guests attending the partnership’s launch events. The collectible features a hand-drawn illustration of a unique one-of-a-kind shoe that was sold at auction. The digital version is signed by Christian Louboutin himself.
Both tokens were created on the Ethereum network by VeVe, an app-based marketplace for licensed digital collectibles. VeVe specializes in licensed brands and was the first to bring Marvel into the NFT world, alongside IP such as Disney and Star Wars. The app includes a 3D augmented reality photo mode for interacting with the tokens.
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Louboutin, best known for his shiny red soles and sky-high heels, first dipped his toe into Web3 a year ago. Guests at the September 2022 ‘Loubi Show’ event held at the Eiffel Tower during Paris Fashion Week,receive a PAP (Evidence of attendance protocol), similar to an NFT ticket stub. Those who watched the livestream were also able to claim the POAP.
This strategy focuses on engaging and rewarding the brand’s existing fan base, rather than seeking out additional Web3-native customers.
The Sea Queen NFT artwork. Image: VeVe
Another brand that has gone the gift-with-purchase route is Prada. In June 2022, it added a Web3 dimension to its pre-established Timecapsule initiative, releasing monthly limited-edition physical items. While each drop now comes with a free NFT, those who purchased a Timecapsule piece before the program’s launch can retroactively claim the corresponding NFT.
The Marvel collaboration is tied to the Disney parent company’s 100th anniversary celebration. In addition to the NFTs, 1,500 of Louboutin’s top customers will also receive a limited-edition physical comic book depicting the eponymous designer as a superhero, as shown in the artwork above.