Lacoste introduces the "experiential, interactive and co-creative" universe.
French clothing company Lacoste has introduced a novel feature to its non-fungible token (NFT) ecosystem, launching an immersive rewards system and extending a co-creation invitation to the UNDW3 community.
Last June, Lacoste made waves in the digital space by launching the UNDW3 collection, a series of 11,212 profile picture NFTs called "Genesis Passes."
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Owners of these NFTs were privileged to exclusive merchandise and in-real-life community gatherings, reinforcing Lacoste's forward-thinking plans to embrace the Web3 revolution. Each of these distinct NFTs came with a price tag of 0.08 ETH, equivalent to around $95 at that point.
In an exciting turn of events, the French brand surprised its Genesis Pass holders with an airdrop of crocodile-themed PFPs in September. The brand left an enticing hint, stating these NFTs would be pivotal in creating an "experiential, interactive and co-creative" universe.
Taking the plunge further into the Web3 space, Lacoste's newest advancement lets Genesis Pass owners transform their NFTs into UNDW3 cards. By synchronizing their wallets with a purpose-built site, users unlock an array of engaging features such as "creative sessions, contests, video games and interactive conversations."
On top of that, the platform introduces a points-based reward system for on-site activity. Climbing up the leaderboard can enhance the rarity of a user's NFT, adding to its overall value.
Catherine Spindler, the deputy CEO of Lacoste, shared her insights on the innovative move.
Pioneering the concept of a dynamic NFT within our industry is a testament to our bold vision. Beyond the fleeting trends surrounding NFTs and the metaverse, we see blockchain as an accelerator, ushering in a more inclusive and experiential digital realm. By rewarding co-creators and fostering horizontal relationships with our customers, we invite them into our creative process.
The brand's approach is in line with the trend of fashion powerhouses such as Nike, Adidas, Dolce & Gabbana, and Gucci, who are all broadening their horizons with NFTs.
