Lacoste enters the Web3 space with its exciting new NFT collection, allowing holders to access an immersive experience in a collaborative fashion.
Lacoste, a French company that sells everything from clothing, footwear, sportswear, and watches, has recently launched their first NFT collection that brings them into the world of Web3. The collection is called UNDW3. This project, pronounced underwater, correlating to the habitat in which their prolific crocodile logo lives, is the first collection to be released by the company.
This isn’t the company’s first jump into the digital space, as just last month, the brand launched a pixelated collaboration between Lacoste and Minecraft. Following this, numerous events within an immersive universe were tailored to the brand’s colours.
Their newest project in the digital space creates an experience in the world of clothing creation based on the NFTs, which are generated on the Ethereum blockchain.
Catherine Spindler, Chief Brand Officer of Lacoste, spoke on the intent of this new NFT project: “UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand: to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism.”
Lacoste had their first airdrop on Tuesday, June 14th. The first drop consists of 11,212 pieces for 0.08 ETH. The NFTs reference the iconic L1212 polo shirt invented by René Lacoste. The tokens feature the image of the brand’s crocodile emerging from the water.
Lacoste also launched a dedicated discord server prior to the launch of the NFTs on June 6th so each member can remain informed in real-time of innovations in the Lacoste universe in Web3. The discord is also part of a collective experience based on exchange, interaction and co-creation. In under 48 hours, the discord server accumulated more than 30,000 subscribers.
Though few details have emerged regarding the project, the brand promises an immersive experience in collaborative fashion. However, what is clear is that these NFTs will play an integral part in the brand’s shift towards more Web3 involvement.
One potential utility that will eventually be added to the collection is the chance to vote for Lacoste’s creative decisions. This means that holders of these tokens will be part of the decision-making process on the orientations of this new project. The tokens are also expected to provide exclusive access to brand and partner events.
Holders of the NFTs will also be given privileged access to Lacoste’s Web3 universe, imagined as a long-term collaborative community. By holding one of the company’s NFTs, they will be given access to a pioneering ecosystem and digital, physical, and experiential benefits in the world of the Lacoste, such as co-created products exclusively for them.
UNDW3 is the only the start of Lacoste’s development in Web3, with the company looking at this collection as a way to build a robust digital community.
Lacoste, created in 1933, is established in 98 countries, throughout a network of 1,100 shops. The company has always been closely tied to sports heritage, bringing optimism and elegance into the world through its unique and original lifestyle for women, men, and children.
The brand is also known for keeping up and inspiring others to be up to date on the latest technological and cultural innovations. Because of this, the blockchain space is a natural progression for the brand.
With this new project, Lacoste will offer a slew of tools capable of reaching a broader audience, extending its reach and introducing people to the digital asset space in the process.
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