Adidas continues its long-time tradition with the FIFA World Cup, only this time, with a crypto twist.
The sports brand used its Bored Ape Yacht Club (BAYC) character called Indigo Herz in a recent promotional trailer posted alongside footballing superstar Karim Benzema. The trailer also features stars like Lionel Messi, Son, Jude Bellingham, Achraf Hakimi, Serge Gnabry, and Pedri.
Herz was shown on a cereal box of “Indigoooooals” with the note that Benzema eats goals for breakfast. The narration of the video trailer was done by British rap icon Stormzy, who made a cameo appearance at the end as the coach driver taking the players to the tournament.
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The company bought Indigo Herz, or BAYC #8774, in September 2021 for 46 Ethereum, approximately $156,000 at that time.
Also, Adidas formed another alliance with Yuga Labs, famous influencer GMoney, and NFT collection Punks Comics, too, to extend their pursuit of metaverse engagements, with each character starring in their inaugural NFT drop, titled Into the Metaverse.
Further, the brand is set to reveal its Capsule Collection NFT in a few days. Judging by the shape of the boxing and community feeling, the reveal is anticipated to be a physical clothing item open for redemption.
This latest move presents an interesting instance of NFT rights being leveraged by large brands. Adidas has shown consistency in NFT Space with continuous endeavors to connect with its audience. The earnings that the company yields despite the market downtrend set a benchmark on how a popular brand can navigate through this emerging domain.
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