In an era where web3 is redefining digital interactions, brands are fervently exploring opportunities to foster a deeper connection with their communities, and adidas is demonstrating its unwavering commitment to creativity and their web3 community. Known for its influential stance on streetwear and lifestyle for the past 74 years, the German-based brand is venturing deeper into the metaverse with the announcement of its new digital art program: ‘RESIDENCY by adidas’.
We spoke to Stacey King, Global Head of Communications & Activation for adidas /// Studio, to dive into the details behind the RESIDENCY program, what it means for the adidas community and their upcoming activation at The Gateway: Korea.
The adidas Web3 journey so far
Adidas ventured into the Web3 domain in 2021, prompted by the wider business recognition of Web3’s potential following a tweet from Elon Musk about cryptocurrency. The brand founded the Three Stripes Studio (adidas /// Studio) in 2022 and has since spearheaded numerous initiatives, including collaborations with big names in the industry such as Yuga Labs and PUNKS COMICS. Their efforts, such as the “Into the Metaverse” collaboration, attracted significant global attention, making history with their large-scale NFT AirDrop in June 2022 and launching the brand’s groundbreaking virtual-only clothing line in November. For the past two years, they have been actively participating and hosting community events worldwide, consistently reinforcing their community-focused ethos.
As we dive deeper into adidas’ Web3 ecosystem, two critical platforms emerge: Adidas COLLECT and ALTS by Adidas. Serving as the central hub for Adidas’ Web3 business, COLLECT aims to merge the virtual and tangible worlds while enhancing member engagement and experiences using blockchain technology. Meanwhile, ALTS by Adidas serves as the genesis of the NFT brand, capturing the essence of Adidas in the digital world, allowing users to create unique avatars and giving them exclusive access to collectibles and experiences.
Now adidas /// Studio unveils the RESIDENCY initiative, designed as a beacon for artists, emerging and established, providing them with a unique platform in the Web3 space. By supporting artists who reflect the brand’s principles of collaboration, co-creation and innovation, the program aims to combine art, identity and creative expression – central tenets of the adidas ethos.
The launch of RESIDENCY
The driving force behind the brand’s successful digital campaigns is Stacey King, Global Head of Communications & Activation for the adidas /// Studio. Her tenure with Adidas since 2018 has witnessed a series of iconic digital brand activations and collaborations. Living at the intersection of fashion and Web3, she quickly recognized the potential of NFTs in mid-2021. Her visionary approach and passion have been instrumental in guiding the brand through its Web3 journey, making Adidas a remarkable name in this evolving digital frontier.
King’s expertise is not limited to behind-the-scenes work. She will share her insights and experiences as a panelist speaker at the highly anticipated nft now
event. The event will also serve as the launching point for the RESIDENCY program, further cementing Adidas’ position at the forefront of the Web3 community.
“I will be joined by the two artists with whom we will be launching the program and we will really talk about how co-creation and collaboration between artists and brand will work and how those two things come together.” King has now shared with nft.
“It felt like the next step in our web3 journey was to use our platform to support artists.”
Stacey King
Adidas has long been recognized not only as a sportswear brand, but also as an entity connected to various cultural movements around the world. From music to art, the brand’s influence can be felt in many areas beyond athletics. While acknowledging this multi-faceted identity and delving into the why behind the RESIDENCY program, King mused: “We’ve actually always been at the crossroads of culture, you know, art and music, fashion… and even though we’re a fashion and being a dress shoe company and sports company, it felt like the next step in our web3 journey was to use our platform to support artists.”
King noted that numerous artists entering the Web3 space often lack a significant platform, limiting their exposure and access to vital resources. This program is designed to bridge that gap and provide these artists with the tools and platform they need to thrive in the Web3 environment. “Whether that’s a physical product, or that’s a virtual creation, whether that’s our marketing and our reputation, and our platform. All of these things are the things we want to offer artists and that’s what we want to do with the program.”
Now when nft asked for some examples of how the brand will share its platform with artists, King emphasized its commitment to elevating artists by providing them with prominent platforms through events, panel discussions, and various marketing opportunities. The brand’s forays into the virtual world include previous ventures with virtual wearables, and they will soon launch an avatar project, showcasing a unique space for these wearables. In addition, they strive, in collaboration with artists, to produce both physical and virtual products that not only resonate with the brand, but also showcase the artists, making it a treasured asset to the community.
“Our community will love that it’s not just coming from the brand, but maybe some of their favorite artists.” King expressed.
Meet the first artists of the adidas /// Studio RESIDENCY program:
Adidas /// Studio proudly introduced the first two artists to grace this initiative: the enigmatic MonkeeMoto and the illustrious Adra Kandil, popularly known as DearNostalgia. Their fresh, exclusive artwork will mark the launch of the RESIDENCY and showcase Adidas’ first-ever Limited and Open Edition NFT sale from September 6-11, 2023.
MONKEEMOTO
MONKEEMOTO is a digital visionary, excelling in digital artistry, web3 game development and conceptual design. As one of the RESIDENCY by Adidas debutants, MONKEEMOTO symbolizes the brand’s commitment to empowering artists who are reshaping digital landscapes, including the evolving worlds of gaming and digital fashion. Keep track of their journey Twitter.
Adra Kandil aka Dear Nostalgia
Lebanese digital artist Adra Kandil, known to many as ‘Dear Nostalgia’, masterfully combines modern realities with a touch of collective nostalgia. Through media such as photography, collages and digital montages, she evokes ethereal musings rich in message and meaning. Celebrated worldwide, from Beirut to New York, Adra’s collaborations span from renowned brands like Gucci and Chanel to impactful projects with the UNDP. Dive into her dreamy world on Instagram.
Looking to the future
The RESIDENCY program is not only a digital initiative, but also promises tangible rewards. Limited Edition NFT holders, limited to 100 pieces per artist, will receive an exclusive hoodie, featuring /// Studio’s iconic sideways clover leaf, available only during the Korean Blockchain Week event.
“The way we will continue to work with artists, these artists and other artists going forward, is we will continue to use our marketing efforts and our channels and platforms to take their message to the next level. That’s the crux of this.”
Stacey King
As Adidas continues to pioneer digitally, they underline the importance of not only collaborating with artists, but also meaningfully engaging with their wider community. King captured this sentiment perfectly, noting, “But I think as we move into the future, the collaboration, not just with artists, but with our community, will be key to the success of this program.” With such a vision, we are eager to see how Adidas continues to shape and innovate within the web3 space in the coming years.
