Adidas teams up with STEPN to launch NFT sneakers, unveiling a new move in Web3 strategy

Major sports brands are also starting to play in Web3. Recently, Adidas announced a long-term partnership with blockchain game STEPN to launch limited edition NFT sneakers, attracting industry attention. Behind this cross-industry collaboration lies a new approach for traditional brands to enter the blockchain space.

NFT Sneakers Arrive, Limited to 1000 Pairs

According to the announcement, the first batch of “STEPN x adidas Genesis” series NFT sneakers has officially launched, with a total of 1000 pairs limited. The shoes feature the STEPN lightning logo and Adidas’ classic three stripes design, showcasing a highly customized style.

In terms of pricing, each is set at 10,000 GMT (STEPN’s native token). Based on the latest data, GMT is currently trading at $0.02, approximately $200. This means the average price for the entire series is around $2000-2500—clearly positioned as high-end collectibles.

These NFT sneakers will be deployed on the Solana blockchain and sold on the MOOAR marketplace. The sale is divided into two phases: white list lottery starting April 17 (limited to Adidas ALTS NFT holders, STEPN OG, and Genesis Shoes users), and public sale from April 18-21.

Web3 Is Not a Temporary Trend, Adidas Is Playing the Long Game

This collaboration is just the tip of the iceberg in Adidas’ Web3 strategy. Looking at the actions of this sports giant over the past two years, it’s clear they are serious about digital assets:

• After launching the “Into The Metaverse” NFT project in 2021, Adidas has advanced through to the third phase, committed to enduring through both bull and bear cycles.

• In early 2023, they officially established the Web3 studio “/// Studio,” indicating a move from experimental to strategic investment.

• They formed a three-year partnership with Tokenproof, providing exclusive benefits for NFT holders via mobile apps—this is a typical way traditional brands integrate with blockchain ecosystems. Adidas NFT holders can enjoy priority access to co-branded and designer series.

• The collaboration with BAPE on the “Triple-White Forum 84” further bridges the digital and physical worlds—featuring both digital asset auctions and physical product sales, creating a seamless connection between the two.

Underlying Logic: Sports + Web3 Are a Natural Fit

Why is Adidas so committed to Web3? CEO Shiti Manghani gave a straightforward answer: Values like sports, fitness, and lifestyle are at the core of both Adidas and STEPN.

STEPN itself is based on the concept of earning GMT while running, which naturally aligns with Adidas’ emphasis on active fitness. This is not a temporary hype collaboration but a strategic alignment of values between the two brands.

In the future, Adidas and STEPN’s partnership will extend into more dimensions—not just NFT sneakers, but also new models like “earning rewards through participation in running activities.” Specific details are not yet disclosed, but the potential is significant.

Summary: When traditional sports brands meet blockchain applications, NFT sneakers are just the beginning. Adidas’ ongoing investment and synergy demonstrate that Web3 is not a fleeting hype but a long-term ecosystem that requires continuous development.