Adidas and Bugatti have joined forces to auction a limited number of football boots via shoemakers’ web3 platform, the companies announced.
The 99 pairs of shoes, inspired by Bugatti’s car design, come with a digital twin and will go on sale between November 8 and 11. Potential collectors can place their bids using MoonPay, the companies said. The limited edition shoes are available in black and a shade of blue, inspired by early Bugatti Grand Prix cars.
“The exclusive new collection is based on the features that have come to define Bugatti, designed not just for speed, but created with a ‘Form Follows Performance’ design philosophy for ultimate capability,” the companies said in a statement. “Like every Bugatti, they will remain rare and sought after by dedicated collectors for years to come.”
‘phygitals’
The announcement comes on the heels of Nike-RTFKT’s recent “forging” event, which allowed NFT owners to order physical shoes. Major brands tapping into highly engaged crypto consumers by offering limited editions of physical products paired with digital assets – often referred to as phygitals – is becoming increasingly common.
Consumers who want to place a bid will have to do so in cryptocurrency, but that doesn’t mean bidders have to own one. “Although the auction is conducted using cryptocurrency, users will directly benefit from the traditional currency in the auction using MoonPay,” the announcement said.