Reebok and Futureverse: Fashion in Metaverse

Reebok has partnered with Futureverse, a crypto tech startup, to dive into the metaverse and digital fashion. Leveraging AI and blockchain, this venture promises an immersive gaming experience set to transform digital fashion.

This collaboration marks a pivotal moment for Reebok, catapulting the brand into the virtual domain. It’s not just about showcasing digital shoe models; it’s about creating a fully immersive gaming encounter, giving these digital shoes a meaningful context.

Scheduled for release next year, Reebok Impact stands as the flagship project. It’s described as a mind-bending digital shoe experience that integrates AI and on-chain digital wearables. The creators aim to redefine life’s essence: it’s not about the shoes you wear, but the experiences you have while wearing them.

Futureverse, which secured $54 million in a Series A funding round in July, envisions an open metaverse—a digital ecosystem facilitating the flow of NFTs across platforms. While the startup consolidates crypto entities and metaverse experiences, their collaboration with Reebok marks a fresh path.

Nike kickstarted the footwear industry’s digital journey by acquiring RTFKT, an NFT sneaker studio. Since then, Nike has fostered a vibrant NFT community and introduced exclusive sneaker collections bridging the physical and digital worlds. Following this trend, brands like Adidas, Dior, and Puma introduced similar “phygital” releases.

Unlike Nike’s approach integrating digital fashion into popular games, Reebok has yet to reveal plans for physical sneakers linked to digital tokens. However, they’ve announced a limited-edition sneaker drop with VeeFriends, Gary Vaynerchuk’s NFT brand, available exclusively to token holders on December 12 before a global release on December 15.

Reebok’s strategic entry into the digital realm aligns with a broader trend among top fashion brands, embracing the fusion of physical and virtual realms. As consumers immerse themselves in digital platforms and the metaverse, these brands evolve to cater to their evolving tastes and preferences.