Founded in 1989, the Renault company has revolutionized the automotive industry – from the marque’s victory in the 1906 Grand Prix to breaking speed records with turbocharged engines. While the French automaker is known for its iconic cars and cutting-edge technology, its mission to drive innovation is not limited to the road.
In December 2022, the team dropped its genesis NFT collection, genR5. Now they are making waves in the fashion world with their latest NFT collection, the Racing Shoe5 series.
This latest drop is all part of Renault’s larger goal to continually advance its brand in the Web3 space and beyond. We spoke to the Renault team to find out more about the drop, their immersive 3D shopping experience and what’s next for the brand in Web3.
Usefulness and transparency
Inspired by the legendary Renault 5 Turbo model that was popular in Europe in the 1980s, the Racing Shoe5 collection features 960 limited-edition 3D art NFTs, each with a matching physical pair of sneakers. An NFC chip is embedded in the tongue of the physical pair, giving the owner access to a digital NFT passport. Each NFT sells for 265 euros and is available until May 17.
The collection contains six unique designs; five inspired by the original 1980s R5 Turbo, and a sixth developed in collaboration with Renault designers and the R3NLT community. Crafted from eco-responsible materials, including leather certified by the Leather Working Group, each sneaker has a nod to the R5 Turbo.
These include a rear ramp reminiscent of the car’s chassis, an interior inspired by the car’s upholstery, and shoelaces that resemble seat belts. The collection includes 160 unique pairs per model, a nod to the 160 horsepower of the R5 Turbo.
Of course, the Racing Shoe5 collection goes further than just fashion. It serves as a portal to a range of exclusive benefits and utilities designed especially for Renault enthusiasts and collectors. Buyers will not only receive a physical pair of shoes in September 2023, but they will also receive the digital NFT passport packed with detailed information about the production of their sneakers, such as production details, composition, materials and more.
This kind of transparency was essential for the team. “Today’s consumer demands […] to understand how the product they bought – or plan to buy – was produced,” a Renault representative now told nft. “We wanted to go one step further […] and have this [information] embedded in the sneakers through NFC technology.”
Additional benefits for holders include an invitation to meet the creative minds behind the concept cars at the Renault Research and Development Center and exclusive opportunities to test the R5 Turbo 3E on the track (limited to lottery winners). Buyers are also automatically whitelisted for future releases.
Renault’s 3D shop
Adding a new dimension to the Racing Shoe5 collection is the introduction of an immersive 3D shopping experience. This unique feature allows community members to view the collection in a virtual space. Upon arrival, visitors can customize their digital avatar, after which they are free to traverse the virtual store taking in a wealth of content centered around the iconic R5 Turbo.
“We felt the need to go further in terms of experience and immerse our audience in the iconic R5 Turbo universe, which inspired the entire drop,” explained the Renault representative of the importance of the store.
The space also features an augmented reality filter, allowing shoppers to virtually try on their sneakers before purchasing. The process of minting the associated NFT can also be easily completed in this digital store, streamlining the acquisition process.
Why Renault cares about innovation
It is clear that Renault is not only interested in preserving its rich heritage, but reinventing it for the new era with sustainable practices in mind. This dedication has played a big part in Renault’s innovative character – this also applies to their Racing Shoe5 collection.
According to the Renault team: “As low-emission regulations emerge globally to support cleaner cities, we will eventually see icons like the R5 Turbo disappear from our roads. The idea behind our Racing Shoe5 collection was to keep them alive on the streets – on people’s feet.”
By embracing Web3 and blockchain technology, Renault is creating new value propositions for its customers and fans, as well as new opportunities for collaboration and co-creation with its community.