Adidas /// Studio is making a significant move into the world of Web3 and digital art with the launch of its “RESIDENCY by Adidas” program. This initiative, set to be unveiled during Korea Blockchain Week in Seoul this month, aims to intertwine the realms of fashion, digital art, and blockchain technology.
Adidas, a renowned German-based brand with a strong presence in streetwear and lifestyle for over seven decades, is dedicated to fostering a deeper connection with its community through this innovative venture.
The RESIDENCY program is designed to support and promote digital creative talents, providing artists with a platform to showcase their work and collaborate with the sportswear giant. Notably, this collaboration extends beyond the digital realm and includes the creation of physical items.
INTRODUCING: RESIDENCY BY ADIDAS 🤝
The adidas /// studio is proud to announce the global launch of “RESIDENCY by adidas” – the brand’s first digital artist-in-residence program! 🎨 pic.twitter.com/He0LAEUzQA
— ALTS by adidas (@altsbyadidas) August 31, 2023
Featured Artists: MonkeeMoto And Adra Kandil (Dear Nostalgia)
The program’s debut will feature artworks from prominent artists such as MonkeeMoto from Tokyo, known for his expertise in game development and digital design, and the talented Lebanese artist Adra Kandil, also known as Dear Nostalgia.
Kandil’s artistic portfolio spans photography, collages, typography, and digital montages, and her work has previously graced prestigious brands like Gucci, Chanel, Cartier, and Roberto Cavalli.
Both MonkeeMoto and Adra Kandil will release a limited number of NFT artworks, with only 100 exclusive pieces available from each artist. These exclusive NFTs will be priced at 0.15 Ethereum (ETH) each and will only be accessible to attendees of the Seoul event.
Total market cap of cryptocurrencies at $1.02 trillion on the weekend chart: TradingView.com
Stacey King’s Vision For Artist Collaboration
Driving this exciting digital initiative is Stacey King, the Global Head of Communications & Activation for Adidas /// Studio. King, who has been with Adidas since 2018, has overseen numerous iconic digital brand activations and collaborations during her tenure.
She expressed her enthusiasm for this venture and noted that it felt like a natural progression in the brand’s Web3 journey:
“It felt like the next step in our web3 journey was to use our platform to support artists.”
Adidas is actively expanding its presence in the digital realm, building on its ALTS Ethereum NFT series, which recently featured a collaboration with BAPE for exclusive sneakers accompanied by digital counterparts.
King hinted at more to come, emphasizing the brand’s commitment to using its marketing efforts and platforms to elevate artists’ messages.
“The way that we’ll continue to work with artists in the future or these artists as well as other artists is continuing to use our marketing efforts and our channels our platforms to help elevate their message. That’s the core of this,” she said.
Featured image from YourStory.com