“Today, we leap into The Metaverse,” the company said in its announcement.
The news of the brand’s foray into the metaverse first began to surface earlier this week when Bored Ape Yacht Club, Punks Comic, and gmoney all posted teasers hinting at a partnership. Adidas confirmed its plans on December 2, 2021, via Twitter.
Adidas is said to have hosted a Twitter Spaces call with employees, a representative from Bored Ape Yacht Club, and gmoney, where listeners were asked to describe the metaverse in one word and engage with their social media posts and post-reaction emojis during the call. In addition, the company reportedly made references to the Twitter hashtag “Into The Metaverse,” which adidas has adopted as a tagline.
Adidas also revealed that it has purchased a Bored Ape to support the new initiative and is now using the character as its Twitter and Instagram avatar.
The offering comes just days after the company announced a partnership with Coinbase and bought a plot of virtual land in The Sandbox.
The move follows Nike, which also recently announced its foray into the metaverse.