Adidas is re-entering the crypto space with an exciting collaboration with Xociety, an on-chain shooter RPG operating on the Sui Network. This initiative signals a deeper commitment to the digital asset realm, particularly as it pertains to non-fungible tokens (NFTs).
On May 16, Adidas plans to unveil 2,600 limited-edition NFT mystery boxes, each priced at US$129 (approximately AU$200). These boxes will contain tradable in-game skins along with tokenised corporate perks linked to the Adidas brand. Inside, players will find digitally themed apparel representing the iconic sportswear label—ranging from tops and bottoms to sneakers—designed for avatars in the Xociety universe. The items included will fall into various rarity tiers, escalating from “Uncommon” to “First,” with many of the premier boxes offering all eight skin sets.
This new venture falls under the ALTS initiative by Adidas, which began in March 2023 with a set of 20,066 unique avatar NFTs aimed at exploring identity through fashion, gaming, and collectibles. Although specific details regarding how these avatars will function within Xociety’s gameplay mechanics remain sparse, there is potential for integration with Xociety’s progression system, known as XCS.
Adidas’ revival in the NFT market comes on the heels of its previous collaborations, including tie-ins with Bored Ape Yacht Club, Doodles, and Stepn. Unlike past efforts, this partnership with Xociety anchors the wearable NFTs within a playable gaming environment equipped with mechanisms for resale and share-linked incentives, showcasing a more functional use of NFTs.
In contrast, Nike has taken a different path. After strongly promoting its Web3 subsidiary RTFKT, the company has now quietly ceased operations since late 2024 amidst legal challenges from disappointed customers. This contrast highlights Adidas’ strategic pivot toward more interactive NFT applications compared to Nike’s falterings in the digital asset space.
The Sui Network has seen significant growth, boasting a total value locked (TVL) exceeding US$2 billion (around AU$3.11 billion) as of January, according to DefiLlama. Meanwhile, the SUI token has seen recovery after a drop, reflecting an upswing of over 30% in value in the past month.
As Adidas continues to establish itself within the metaverse and digital collecting realm, its collaboration with Xociety could reshape the future landscape of NFTs in gaming, diverging from the pitfalls experienced by competitors like Nike. With this launch, Adidas propels itself further into the evolving world of Web3, embracing the opportunities that the digital assets and gaming frameworks present.
