Adidas is dropping a version of its new Web3 wearables on Snapchat so consumers can outfit Bitmoji avatars with the latest virtual fashion, even if they aren’t NFT aficionados. The campaign is the latest sign that brands are pushing into virtual commerce and making Web3 fashion statements, while using social media platforms such as Snap to market their metaverse activations.
On Tuesday, Adidas and Snapchat announced the “Bitmoji drop,” which is a virtual retail channel for Snapchat to sell digital goods. The campaign coincides with the FIFA World Cup, of which Adidas is an official sponsor. Adidas will sell the virtual “Into The Metaverse” track jackets, which cost 250 Snapchat tokens (about $3). In September, Snapchat did a similar Bitmoji drop in a collab with Nike’s Air Jordan 2 and J Balvin, and more than 2 million Snapchatters claimed the virtual goods, Snapchat said.
Snapchat’s Bitmoji fashion accessories are not NFTs and the Bitmoji wearables are not interoperable with other platforms. But the marketing campaign is a way for Adidas to promote its recent interest in Web3 technology.