Adidas has arrived in the metaverse, strutting into the digital frontier in the form of a Bored Ape avatar clad in banana yellow Firebird tracksuit, a matching bucket hat, and a set of heart-shaped glasses resting over its disinterested eyes. The non-fungible token, which Adidas now owns, sold in September for 46 ETH (around $156,000 at the time), according to data on OpenSea.
The furry blue monkey, named Indigo Herz, is one of a handful of Adidas’ recent moves in Web3 that demonstrates how the brand wants its sportswear to live in the digital world. Beyond buying the NFT, it’s collaborating with Bored Ape Yacht Club, the buzzy outfit behind the collection of virtual simians that is among the most expensive and coveted in the space.
“Us becoming a part of the Bored Ape Yacht club with Indigo Herz was more about symbolizing us stepping in to join what’s already happening as opposed to just tossing something into the metaverse from the outside,” says Tareq Nazlawy, senior director of digital growth at Adidas.