Dive Brief:
- Tapping into the digital wearable trend, Reebok partnered with AI and metaverse technology company Futureverse to create “Reebok Impact,” a digital experience that enables customers to create custom shoes, the companies announced Thursday.
- Users can share a photo memory on Instagram to generate a custom digital sneaker. Using Futureverse’s artificial intelligence tools, the brand will create custom versions of the Rebook Pump, Classic Leather or Club C models. The digital shoes will be compatible with Roblox, Fortnite and other virtual experiences.
- The sneaker creations will be free for up to four pairs of digital shoes. The two companies plan to partner on future initiatives to “bridge the virtual and physical worlds,” per the press release.
Dive Insight:
Reebok Impact marks a collaboration between Reebok and Futureverse coming to fruition. Last December, the two companies announced plans to launch the Reebok Impact virtual experience as part of the shoe brand’s efforts to showcase its products in a new way.
“We are thrilled to announce the launch of Reebok Impact, which marks an important milestone in our commitment to innovation and technology,” Todd Krinsky, CEO of Reebok, said in a statement. “Through Reebok Impact, we look forward to revolutionizing the digital fashion landscape and providing our customers with a unique and immersive experience.”
Meanwhile, other retailers have been experimenting with digital wearable initiatives. In April 2023, Nike debuted its first virtual collection on its .Swoosh Web3 platform. Later that year, DressX introduced its collection with Diesel for Meta Avatars, which was designed to reflect its offline apparel. Similarly, Adidas teamed up with the move-to-earn app, Stepn, to launch a limited-edition, non-fungible token shoe collection, complete with 1,000 digital items drawn from Adidas’ running designs.
