According to a recent report from Axios, German athletic apparel and footwear company Adidas has done just that inked a new cryptocurrency partnership with Crypto: The Game.
Crypto: The Game is an internet survival game that allows participants to compete for a pot of pooled ETH.
The game’s second season ended in early April to the public, with 800 players taking part in the challenge.
Those who volunteered to participate in the game had to purchase a non-fungible token (NFT) for 0.1 ETH (about $350 at current prices).
The game is powered by BaseCoinbase’s Layer-2 network launched in January.
At the time of writing, only 571 players have managed to stay in the game after three days. The next event starts in a few hours.
According to a post on the game’s official X account, the Adidas collaboration was created to create “a custom challenge.” Axios claims that players will be able to place bids on Adidas tracksuits later today to get an edge in the game.
This isn’t the brand’s first foray into the fast-growing NFT market. For example, in 2021, 30,000 Into The Metaverse tokens were minted in no time. The most famous athletic clothing brand has entered into a collaboration with the Bored Ape Yacht Club.
Despite the declining popularity of NFTs, Adidas introduced the Into ALTS by Adidas NFT collection in 2023. To receive new NFTs, holders of the previous legacy collection could simply burn their tokens. The 2023 NFT collection came with virtual wearables and other exclusive benefits.