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Adidas, Pharrell create digital clothing for Doodles NFT holders


Doodles is transitioning away from its Ethereum profile picture (PFP) origins and toward fully customizable characters. With assistance from Pharrell Williams and Adidas, the Doodles 2 Character Builder was added to the NFT version of The Stoodio app today. This is a significant advance.

Doodles has announced an upcoming airdrop for a “Pharrell Pack” in conjunction with the release of the Character Builder, which allows Doodles NFT holders to modify their avatar’s clothing and characteristics. The NFT pack contains digital apparel from Pharrell Williams and the fashion labels he founded or collaborates with.

The bundle includes Digital Doodles apparel from Adidas, Human Made, Billionaire Boys Club (BBC), and Ice Cream. Each pack contains digital wearables and a token redeemable for a single exclusive item of physical apparel.

Only 300 packets will be produced, and Doodle owners who meet certain criteria will receive them for free. According to the project’s website, you must possess a Doodles NFT and use the Dooplicator NFT to create digital apparel. If more than 300 people qualify by the deadline, a lottery will be conducted to determine the winners.

Joe Ranzenbach, who is in charge of product management for Doodles, refused to comment on whether or not these brands would ever collaborate on digital clothing for Doodles or other initiatives. However, he indicated that Doodles has a “pipeline of brand partners” set up for future releases.

Since June 2022, when he was appointed Chief Brand Officer of the new company, Williams, a well-known singer and record producer whose hits include “Happy,” has been affiliated with Doodles. Doodles stated at the time that it would release an album on Columbia Records that was inspired by NFT and executive produced by Williams, but the album has not yet been released.

Last November at WebSummit, Julian Holguin, CEO of Doodles, stated that Williams was “integral” to the initiative and had “day-to-day influence” over the expanding brand.

Developing a Doodle

Ranzenbach provided Decrypt with a brief overview of the Doodles 2 Character Builder, demonstrating how users can alter the appearance of their characters and add animated clothing. Doodles was originally launched on Ethereum, but Doodles 2 and its apparel are built on the Flow blockchain.

When users add apparel to their Doodles 2 avatar, the character NFT technically “owns” the clothing assets on the blockchain level, according to Ranzenbach. This means that individuals can sell their fully-dressed avatars as a complete unit, with all clothing items included.

This could be advantageous because Doodles users could acquire a complete set or outfit from a particular brand and then sell the entire ensemble on the image. Additionally, they could design a one-of-a-kind appearance and sell it on Gaia’s secondary Flow marketplace.

This feature also allows Doodles avatars that have accumulated unredeemed rewards in a play-to-earn game, for example, to be sold with all of those rewards included. As more metaverse games and applications begin to support Doodles avatars following the release of Character Builder, additional use cases may emerge. The fact that Doodles intends to implement multiple chains for its characters opens up even more opportunities.

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About MahKa

MahKa loves exploring the decentralized world. She writes about NFTs, the metaverse, Web3 and similar topics.

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