Reebok has unveiled a partnership with Web3 firm Futureverse, signaling its entry into the metaverse through a sports-centric digital experience dubbed “Reebok Impact.”
Within the virtual experience, users will engage in a digital shoe exploration and encounter digital wearables set to be released as non-fungible tokens (NFTs).
While specific details remain undisclosed, the main goal of the experience is to “revolutionize fashion in the digital world” and “transform how consumers define digital fashion” by integrating artificial intelligence (AI), Web3, gaming, and metaverse technologies.
A teaser video suggests an interactive experience where users play a central role, aligning with Reebok’s campaign slogan, “life is not a spectator sport,” and complementing Futureverse’s “play-to-learn” model. The unveiling of the experience is slated for 2024.
This collaboration signifies the first venture between Reebok and Futureverse.
Established in late 2022, Futureverse has swiftly emerged as a prominent player in AI, metaverse technology, and content. In July, the company concluded a successful $54 million Series A funding round.
Although Reebok’s foray into the metaverse is a first, the company had previously demonstrated interest in Web3 technologies. In November 2022, Reebok filed two trademark applications to enter the metaverse and NFT space. In August, a collaboration with NFT project VeeFriends resulted in the release of an exclusive sneaker pair for VeeFriends NFT holders.