Adidas Originals expands on its previously introduced futuristic ethos for its Ozworld collection with a new digital experience that allows for more in-depth interaction with the brand, providing a more memorable encounter than the one-time purchase of a product, in the latest example of a consumer brand embracing the metaverse.
Adidas Originals, a part of the bigger athleticwear behemoth renowned for collaborations with designers, celebrities, and innovators, expanded its Ozworld shoe collection in March to promote even greater self-expression and creative experimentation. Adidas says the futuristic shoe collection was intended to fuse contemporary styles with those from the 1990s, bridging the gap between the past and the future. In March, the business teamed up with digital artist Jon Emmony to develop an “otherworldly campaign” inspired by the collection’s primary themes and sci-fi aesthetic.
The new experience takes a creative approach that fits with the Ozworld shoe collection’s themes of self-expression and style experimentation by creating avatars using a questionnaire rather than through the more traditional process of the user actively designing their virtual look. After creating their avatar, users may experiment with animating it and digitally putting on or buying footwear. Additionally, users may download their avatar as a sticker to use on other social media platforms, which may generate additional interest.
Adidas Originals and Ready Player Me have entered into the first brand partnership for the cross-app avatar platform. Adidas reports that consumers who create a virtual persona via the Ozworld experience may use it across 1,800 metaverse sites. This cross-app feature has the potential to improve Adidas’ visibility across the several platforms that comprise the metaverse, while also reducing friction and eliminating the need for users to create a unique avatar for each app or online activity.