Reebok has entered an exclusive partnership with crypto tech startup Futureverse to develop AI- and blockchain-backed games and digital experiences.
The collaboration aims to extend Reebok’s brand presence into virtual realms and revolutionize fashion in the digital world.
While the partnership is expected to create digital wearable versions of Reebok styles linked to NFTs, the company is particularly focused on creating immersive virtual gaming experiences.
In 2024, Reebok and Futureverse will debut ‘Reebok Impact,’ a digital shoe experience incorporating AI tech and on-chain digital wearables.
The project is designed to demonstrate that life is about what you do while wearing sneakers, rather than the sneakers themselves.
Reebok CEO Todd Krinsky stated that the partnership with Futureverse and the launch of Reebok Impact will enable the company to engage consumers in the digital evolution of their products in innovative ways.
Futureverse, an on-chain gaming startup, raised $54 million in a Series A round in July and aims to establish an open metaverse by acquiring other crypto companies, games, and metaverse experiences.
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“We are beyond excited to announce our partnership with Reebok; a testament to our shared belief that life is a journey of active participation, not observation. This collaboration is a groundbreaking fusion of AI, web3, gaming, and metaverse technologies, set to transform how consumers define digital fashion. It’s an invitation for consumers to step into a world in which their digital footprint is as significant as their physical one. Together, we’re pioneering digital possibilities where every step tells a story, and every story shapes our world,” says Shara Senderoff and Aaron McDonald, Co-Founders of Futureverse.
“Reebok is deeply entrenched in consumer trends and transformative technology,” said Todd Krinsky, CEO of Reebok. “Our ethos champions the principle of moving with purpose and stepping out into the world as a participant, not a spectator. At the heart of our brand is our vibrant community and our efforts to weave their unique stories into the fabric of our products. Our partnership with Futureverse and the upcoming launch of Reebok Impact enables us to transcend traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility.”
This announcement marks the first step in Reebok and Futureverse’s long-term partnership together. Through this partnership, they will continue to expand, add functionality and integrations and launch new experiences.
