Adidas and STEPN Unveil Sneaker Drop

The limited-edition sneakers will be available later this month, marking a significant move from digital to tangible goods.

By: Jona Jaupi • December 05, 2024

Adidas and web3 app STEPN GO are making a bold move from the digital world of non-fungible tokens (NFTs) to the physical market as they prepare to launch a new sneaker collection on Dec.13.

The upcoming sneaker drop will feature limited-edition adidas Ultraboost 5 footwear – and only 1,200 pairs will be available. The announcement follows a year of collaboration between the two companies, which successfully released 1,000 STEPN GO x Adidas Genesis NFT sneakers in April.

The move signals a shift in how major brands are blending the virtual and physical worlds to redefine consumer engagement and product experiences.

“The launch of physical shoes is a defining moment in our partnership with adidas,” said Shiti Manghani, CEO of STEPN by FSL. “We’ve moved from digital collectibles to tangible products that people can wear, showing just how far the Web3 space has evolved. This collaboration demonstrates the potential of merging fitness, digital assets, and real-world products.”

“We’re thrilled to offer a new digital experience for runners at the forefront of this exciting new era,” echoed Erika Wykes-Sneyd, VP and GM of adidas /// studio. “This collaboration not only brings a fresh way to engage with fitness but also introduces rewarding experiences that push the boundaries of what’s possible in both the physical and digital worlds.”

The STEPN Go x adidas shoes will only be available on the MOOAR marketplace. Raffles will also be held from Dec. 13 to Dec. 17, with perks for STEPN GO x adidas Genesis NFT holders.

NFTs Pick Up Steam

The launch comes at a time when the NFT market is showing signs of revival, likely fueled by gains in the broader cryptocurrency market spilling over into digital collectibles.

OpenSea, a leading marketplace for NFTs, recorded nearly $11 million in daily NFT trading volume on Dec. 1, a 49% increase from Nov. 30.

Experts believe the activity was likely driven by an uptick in interest from retail investors amid strong performances from popular NFT collections.