Successful NFT marketing: big brands are providing new momentum

Non-fungible tokens, or NFTs for short, are a profitable marketing tool. Big brands, including Nivea and Adidas, are now getting in on the act. Our story reveals what the one-of-a-kind trend is all about.

Big companies are incorporating the megatrend of NFTs into their marketing.
Image: © ArtemisDiana / Adobe Stock

NFT: virtual artifacts are soaring

Following another year of rising and falling coronavirus cases dictating our social lives, digital assets are still extremely popular. The hype surrounding collectibles and one-of-a-kind items in the form of NFTs (non-fungible tokens) has now taken hold in the world of business and is being leveraged in the field of NFT marketing. Sports brands in particular are currently embracing the blockchain technology.

Adidas and Nike: NFT successes, big style

Well-known sporting goods manufacturers, including Nike and Adidas, are currently investing heavily in the marketing trend: Nike, for example, recently acquired RTFKT, which calls itself the world’s leading NFT producer. The NFT expert has specially developed virtual collectibles, such as sneakers, for Nike. These are purchased in the form of NFTs and can then be worn by their owners online in virtual realities, for example in the metaverse. Nike’s competitor, Adidas, is following a similar path: the sports shoe manufacturer recently had the ingenious idea of selling NFT sneakers as part of its “Into the Metaverse” collection. The company sold 30,000 Adidas NFTs – at around 700 euros a pair – and reeled in enormous profits.

Adidas NFTs were already sold

Highly coveted unique pieces for virtual reality

And the metaverse isn’t the only stomping ground for NFTs – they are also being met with enthusiasm in the world of video games. It’s for that reason that the French video game company Ubisoft took an interest in the blockchain-based technology years ago and has also launched its own internal experiments. The video game giant, which invented Far Cry and Assassin’s Creed among others, is now promising to offer gamers a special highlight in the form of an NFT platform, which will allow them to collect NFTs and use them as weapons, vehicles, or other tools in specific online games.

Nivea is incorporating NFT production through touch

At the same time, companies that seemingly have nothing to do with virtual realities are also increasingly embracing NFT marketing: for example, the personal care brand Nivea started collaborating with an artist who blindly feels her way around the faces of her models with her hands and transposes what she feels into digital portraits, which can then be purchased in the form of NFTs.

Tokenizing valuable one-of-a-kind items seems to be paying off – at least for the big players whose brands and products are so popular that it’s worth moving them over to the virtual world of NFTs. We’re intrigued to see how the megatrend continues and what it will make possible in the future.