Reebok, the prominent American fitness brand, has joined forces with the web3 startup Futureverse in a collaboration aimed at expanding their presence in the web3 space. The collaborative effort, named “Reebok Impact,” is set to launch in 2024, promising an innovative digital shoe experience that seamlessly integrates artificial intelligence (AI) and digital wearables, creating a unique and immersive engagement for mass consumers.
While specific details about the collaboration remain undisclosed, Futureverse’s recent X thread published on December 7, 2023, highlights the ambition to introduce a groundbreaking digital experience through “Reebok Impact.”
Daniel W. Dienst, Executive Vice Chairman of Tactical Opportunities at Authentic Brands Group, Reebok’s parent company, emphasized that the joint venture with Futureverse aims to “redefine the intersection of fashion, technology, and culture.” He sees it as a pivotal moment in Reebok’s brand evolution.
Reebok’s CEO, Todd Krinsky, further noted that partnering with Futureverse provides the company with an opportunity to “transcend traditional boundaries of innovation” and engage consumers in the digital evolution of their products, opening up new possibilities.
While this announcement marks the initial step in Reebok and Futureverse’s long-term collaboration, it is not the fitness brand’s first foray into the web3 space. In December 2021, Reebok collaborated with American rapper A$AP NAST to mint limited-edition non-fungible tokens (NFTs) on the RFOX marketplace, showcasing an early interest in the emerging technology.
