The collaboration between Futureverse, an AI and metaverse technologies firm, and Reebok, an American sports culture brand, aims to integrate AI, Web3, blockchain-based gaming, and metaverse experiences.
The partnership plans to create digital versions of Reebok wearables linked to non-fungible tokens (NFTs), emphasizing a strong focus on gaming and the metaverse. The flagship collaboration, named ‘Reebok Impact,’ will feature digital shoes merged with AI and on-chain digital wearables, with a scheduled launch in 2024, as stated in the press release. This initiative represents a convergence of innovative technologies, fashion, and virtual experiences within the rapidly evolving landscape of digital assets and metaverse development.
The announcement highlighted that Reebok and Futureverse are set to unveil “Reebok Impact,” described as a groundbreaking digital shoe experience that invites the mass consumer market to engage with artificial intelligence and digital wearables in an immersive manner.
According to the co-founders of Futureverse, Shara Senderoff and Aaron McDonald, this collaboration represents a fusion of artificial intelligence (AI), Web3, gaming, and metaverse technologies. They anticipate that it will revolutionize how consumers perceive and engage with digital fashion, signaling a transformative shift in the intersection of fashion and cutting-edge technologies.
The co-founders remarked, “It’s an invitation for consumers to step into a world in which their digital footprint is as significant as their physical one.” This statement emphasizes the immersive and impactful nature of the “Reebok Impact” digital shoe experience, suggesting that it aims to elevate the importance of one’s digital presence alongside the physical.
Todd Krinsky, CEO of Reebok, expressed that the brand is deeply connected to consumer trends and transformative technology, positioning the collaboration at the forefront of technological innovation in the industry.
Moreover, the companies highlighted that this initial venture is just the beginning of a long-term partnership. They have plans to continually expand, add functionality, and introduce new experiences, indicating a commitment to ongoing innovation and evolution in the intersection of fashion and emerging technologies.
Participant, Not Spectator
Though the digital shoes are still awaiting release, a teaser video has already been unveiled. In this video, Reebok is showcasing its “life is not a spectator sport” campaign. CEO Todd Krinsky emphasized that the company’s ethos champions the idea of moving with purpose and actively participating in the world rather than being a mere observer.
This campaign aligns with Futureverse’s “play-to-learn” strategy, as outlined in the announcement. The “play-to-learn” approach focuses on engaging consumers through hands-on experiences, emphasizing a learning process through interactive and participatory activities. This synergy between Reebok’s campaign and Futureverse’s strategy suggests a shared commitment to active engagement and immersive experiences for consumers.
As per the press release, “For people who want to show the world that life is not a spectator sport, Reebok Impact will leverage shared experiences that allow consumers to share major life moments that have shaped who they are and simultaneously impacted the world.” This statement underscores the intent to create a platform where users can share significant life moments, emphasizing the interactive and communal aspects of the Reebok Impact digital experience.
In addition to this, the company has also introduced a separate Reebok Impact account to facilitate and enhance the user experience.
Previously, in December 2021, Reebok had entered into a partnership with the metaverse company RFOX, with the latter serving as the exclusive technology provider for the NFT collection by Reebok and ASAP Nast’s NST2 brand. Futureverse has now clarified that the collaboration with Reebok extends beyond just an NFT collection, indicating a more comprehensive integration of AI, Web3, and gaming technologies.
Reebok, with a presence in 80 countries and approximately 400 stores globally, continues to make strides in embracing emerging technologies and expanding its footprint in the digital realm.
