With artificial intelligence (AI) showing no signs of retreating from headlines anytime soon, Web3 advancements like augmented reality (AR) are at risk of being overshadowed. But AR platform Zero10 is investing in keeping the technology's name on the radar. The startup has taken its partnership with luxury label and growing Gen-Z favorite Coach to the next level, and is utilizing the power of AR to drive traffic back into the brand’s brick-and-mortar stores. It’s a clever approach: deploying innovations that we’ve been told will drive us away from reality, as a means of pulling us back to it.
In other news, Adidas is extending its Web3 success to Asia, following a successful run in the West. The sportswear label has cultivated a knockout community in the metaverse thus far. Can it achieve the same level of triumph with netizens in the East?
Coach Taps AR-Platform Zero10 To Launch Interactive Try-On Mirror Display#
What happened
Deepening its relationship with AR tech platform Zero10, Coach has released a new AR try-on installation to catch the attention of passing shoppers. The mirror feature in New York’s SoHo district allows potential customers to sample the brand’s Tabby bag — a hero product — in virtual form. But it's the creativity aspect that will draw customers in.
In addition to the bag, passersby will be able to virtually try on elements such as a pair of wings and glittery balloon bubble letters. The launch is a first-of-its-kind for Zero10 and extends into the interior of the store, where customers can share their experience wearing the AR bag via socials using the hashtag #InMyTabby.
The verdict
Coach joined forces with AR tech platform Zero10 earlier this year, after launching a pop-up experience during Metaverse Fashion Week. The project resonated well with consumers and paved the way for a possible long-term relationship between the two brands. Now, this latest development is bringing the collaboration to the forefront of Web3 and the offline fashion crowd.
Earlier this week, Zero10's official Twitter account posted a video of onlookers queuing to try out the installation, spotlighting how this new wave of tech-driven guerrilla marketing is captivating consumers. It's a nice change from the NFT and metaverse-centric activations we've seen over the past year, and demonstrates new potential to draw audiences into the metaverse in a seamless, and arguably more palatable, way.
Boss Beauties Team Up With Barbie On a Virtual Collectibles Drop#
What happened
Web3 brand Boss Beauties dropped virtual collectibles in collaboration with Mintel’s iconic Barbie on May 10. Priced at $25, the assets celebrate the 250 careers featured in the Barbie line. Intended to remind collectors that “they can be anything” and to encourage more women to join the metaverse, the collectibles also provide access to perks including career conventions, Barbie events and gift sets. The two companies jointly donated $250,000 to the Barbie Dream Gap project and Boss Beauties Foundation.
The verdict
Coming just in time for the release of director Greta Gerwig's widely anticipated Barbie movie, set to hit cinema’s in July, the drop is destined for success with hype around the toy brand hitting an all time high. Barbiecore continues to trend across the globe, and its influence is now permeating the metaverse.
As for the Boss Beauties cohort, joining forces with the Barbie brand makes perfect sense. The collective prides itself on empowering women to enter the metaverse and is elevating the next generation to be whatever they want to be through impactful programs and consumer products. With Barbie's core mission statement also championing girls to reach their full potential, it's an undeniable match made in heaven.
Adidas x Monkey Kingdom Tie-Up Receives Minimal Noise Across Mainland China, But Holds Out Hope For Taiwan And Hong Kong#
What happened
Monkey Kingdom, an Asia-based NFT project founded in 2021 and minted on the Solana blockchain, has collaborated with Adidas Originals for the sportswear brand’s Spring/Summer 2023 collection, titled “Not-So-Serious Auction House.” The physical garment collection takes inspiration from hip-hop and 1970s culture, references Monkey Kingdom’s stylistic pixelated art, and reimagines the brand’s classic three-leaf clover logo.
Comprising jackets, polo shirts, dresses, and footwear (including Adidas Originals’ classic Superstar model), the drop went live across mainland China on April 27, and has since generated media attention from major publications like Tatler Asia. The drop will also be made available across Hong Kong and Taiwan starting late May.
The verdict
The partnership not only allows Monkey Kingdom to expand its presence in the physical fashion world, but it also gives Adidas the opportunity to deepen its connection with Web3 enthusiasts in Greater China, following its virtual success across the West.
However, up until now, the collaboration has failed to take off with Chinese netizens, generating few likes and comment on Weibo. But with the tie-up set to drop in Taiwan and Hong Kong later this month, there's hope for a bigger reaction from local streetwear and NFT enthusiasts of both regions.