In an era where big brands like Nike have withdrawn from the non-fungible token (NFT) world, adidas has boldly continued to explore the potential of the digital sphere. The brand recently unveiled ALTS by Adidas, a collection of digital avatars, demonstrating its continued belief in the future of digital avatars, collectibles, and Web3.
The ALTS by Adidas NFT avatar collection, revealed on December 10, 2024, comes three years after its first mint. Comprising 20,066 unique digital avatars, each avatar is designed to represent the owner’s “alternate self,” blending 75 years of adidas history with a futuristic aesthetic. The collection encapsulates the legacy of the brand’s athletes, creators, and ambassadors, all reimagined in a digital form.
The collection is divided into eight “ALT[er] Egos,” namely STRIKES (Football), SPRINTS (Running), HOOPS (Basketball), AMPS (Music & Entertainment), THRILLS (Gaming & Action Sports), SOLES (Sneaker Fans), DECOS (Art), and DRIPS (Fashion). Each avatar is packed with over 250 unique traits and more than 80 digital wearables inspired by adidas style codes, offering more than just a digital collectible, but a full-fledged digital identity.
The project’s launch has coincided with a more positive market sentiment. As of the release date, its floor price stands at $253.76, with a 24-hour trading volume of 30.30 ETH. The collection includes 20,066 minted NFTs, held by 10,158 unique owners, with a total market cap of $5,092,003, as per CoinGecko.
Adidas has managed to stand out in an oversaturated field of digital collectibles. Over the past few years, the brand has experimented with new engagement forms, collaborating with names like Doodles and Pharrell, participating in Onchain Summer on Base, and promoting active lifestyles with STEPN GO on Solana and Polygon. These endeavors have provided adidas with a wealth of experience in engaging fans within on-chain spaces and have contributed immensely to the success of the ALTS by adidas collection.
For those who already own an ALTS by Adidas avatar from previous releases, now is the time to check out your avatar’s full reveal. If the avatar doesn’t show up immediately, updating your metadata should ensure you receive the latest content.
Looking forward, adidas has stated its intention to move away from vague promises and focus on concrete actions. The brand aims to build trust by only announcing updates and benefits when they are ready to be launched. The goal is to develop the ALTS IP within emerging on-chain playable worlds, partnering with select gaming platforms to create novel experiences. The brand has stated, “No more ambiguous roadmaps or announcements to drive ‘hype’. Our focus will be on delivering updates and benefits only when they’re ready, ensuring clarity, inclusivity, and trust.”
While some major players are retreating from the NFT world, adidas is pressing ahead, charting a new course in this digital frontier.
