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Adidas Originals has teamed up with Doodles to launch limited-edition virtual swag packs featuring exclusive physical apparel.
Stepping back: Doodles launched the Doodles 2 Character Builder in The Stoodio app, featuring customizable avatars with digital apparel and a “Pharrell Pack” that included wearables from Adidas and other brands, plus a token for exclusive physical items in 2023.
They also released the official trailer of ‘Dullsville and the Doodleverse’, directed by Burnt Toast, with music by Pharrell Williams in July 2024.
Why it matters: Adidas is going all into Web3 and gaming, creating a series of virtual experiences. The collection with Doodles is a part of Adidas’s “Not in the Store” strategy, offering a unique and engaging way for consumers to interact with both brands. The Doodles community represents a new demographic for Adidas: Consumers who are still interested in NFTs, even at current market situation.
