Bridging Balmain’s physical and virtual worlds with the launch of the Unicorn NFT Sneaker Collection
Building the “sneakerverse”
Last year, the luxury fashion house unveiled the Unicorn, the latest ‘it’ sneaker designed to look like something out of the metaverse. Now, in partnership with digital wearable and experience startup Space Runners, Balmain is launching NFTs to accompany the physical versions of the shoes.
“We have a very engaged and active Web2 community, and little by little we are educating them into web3” says Balmain CMO Txampi Diz to Vogue Business. The latest project with Space Runners is another effort to bridge the web2 and web3 communities, blending NFT collectors with sneaker enthusiasts.
The Unicorn futuristic luxury sneaker goes phygital
Phygital NFTs, or physical-digital NFTs, combine the physical and digital worlds by linking a unique physical item to a digital asset stored on a blockchain as a non-fungible token (NFT). These NFTs can be used to verify the authenticity of the physical object and provide additional benefits such as digital ownership, transferability, and traceability.
Balmain is a ready adopter of web3 and NFTs, having previously launched NFT collections for digital fashion collectibles. This latest launch not only marks the first Balmain digital wearable that can be worn in a virtual world but is also Balmain’s first NFT that can be purchased using fiat.
The Unicorn Phygital Wearable Collection debuted on March 21st and is a limited edition collection featuring 130 Unicorn sneaker NFTs. When a pair of the new Balmain x Space Runners Unicorn sneakers is purchased, buyers receive an email containing a link to claim their digital Unicorn collectible, which offers early access to future Balmain drops, digital wearables for games and metaverses, and exclusive physical accessories that will be announced in the future. The digital wearable not only gives its owner different levels of features and rarity but also unlocks the wearability in Space Runners’ upcoming “fashion metaverse” gaming world.
The collection will cost you around $1,795.00 or 1 ETH for cryptocurrency, which is subject to change due to market conditions.
Balmain is growing its loyal fan base with web3
This collaboration is a testament to Balmain’s commitment to pushing boundaries constantly pushing boundaries and exploring new avenues to engage with its loyal fan base — the Balmain Army. By embracing emerging technologies like NFTs, they can tap into a whole new diverse, and global audience.
Space Runners is a digital fashion company supported by industry giants such as Pantera, Polychain, and Animoca Brands’ Yat Siu. With Space Runners’ support, Balmain is building new possibilities for creators, collectors, and investors to monetize and trade physical assets in the digital realm.
Explore more commercial NFTs
More and more web2 brands are diving into web3, launching digital collectibles and NFTs for existing consumers, and are eager to tap into new global markets and capture new audiences.
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