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Adidas has charted a new path in the NFT realm this April. The renowned sports brand has given holders of their pioneering NFTs, the 'Into the Metaverse' collection, an enticing opportunity to morph these digital assets into an altogether novel collection titled "ALTs by Adidas". The ALTs are essentially digital avatars, or as Adidas aptly puts it, ALT[er] egos, designed to extend the ecosystem they've created with their inaugural collection.
Adidas's Global Head of Product for Web3, Vlad Lazarov, revealed the thoughtful conception behind these offerings. Lazarov shared that the creation of the ALTs wasn't merely a visual venture but a part of a grander narrative where each ALT is imbued with unique traits. These traits aren't merely for show; they come loaded with tailored benefits that cater to the unique interests of the holders.
Ownership of an ALT isn't confined to mere possession. It empowers you with certain privileges within the ecosystem, an influential voice, private and some commercial IP rights, and access to exclusive ALT artwork and 3D files. As an ALT owner, you also enjoy the luxury of personalizing your ALTs with virtual wearables, premium access to the Adidas collect website, and several other perks.
Adidas added another layer to its digital narrative in May 2023. A surprise awaited the 10,550 unique ALT owners, who each found three mysterious "Rift Valley Motel Coins" in their digital wallets. Unbeknownst to them, these tokens were rewards for the brand's second season, redeemable at the soon-to-be-launched Rift Valley Motel Vending Machine. Starting July 4, these tokens can be used to further personalize their ALT avatars with a plethora of new traits.
The brand will release nine facial traits daily on their official Twitter handle until the vending machine's unveiling on July 4. This exciting run ends on July 25. The revealed traits are just the tip of the iceberg, with hundreds more set for release later in 2023.
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