Adidas’ Indigo Herz is set to launch a limited edition collaboration with Bored Ape Yacht Club, PUNKS Comic, and gmoneyNFT. The collection, dubbed the Indigo Herz Pack, will be available in limited quantities on the Adidas website and app, as well as select retail stores around the world. Customers who are members of the AdiClub will get early access to the collection beginning April 26 (EU) and April 27 (US).

Adidas purchased the NFT rights to Indigo Herz, also known as BAYC #87754, in September 2021. The collaboration will bring a token restrictive access to the Alts collection, granting buyers first access to special offers from the fashion company. To use the collection, buyers will receive a notification 24 hours prior to the start.

This groundbreaking collaboration holds significant meaning for Adidas, both digital and physical. This marks an increased focus on their web3 efforts and serves as a platform to promote their partnership with the upcoming FIFA World Cup. Adidas paid 46 ETH for the exclusive NFT and with it come the rights to feature its APE NFT mascot, Indigo Herz, across actual and digital items such as sports footwear, jerseys and other merchandise.

Indigo Herz is not only a creative achievement for Adidas, but a testament of the dawn of a new age of retail and fashion. The token-gated access and the effects it has on the customer experience is revolutionizing the traditional understanding of shopping. With this bold release from Adidas, we can only begin to expect more from the fashion industry.



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