Gucci is back with another high-profile collaboration, tapping its longstanding Roblox community and Vans in a first-of-its-kind project that sees the luxury house deploy gamification through scavenger hunts and interoperability. The project follows Gucci’s tie-up with Vans earlier this year.
Turning to China, Li-Ning is proving why it's one of the mainland's most promising Web3 pioneers. The sportswear label recently launched a digital collection via an immersive virtual realm embedded in one of the country’s popular video games, Peacekeeper Elite. What can Li-Ning’s competitors learn from its so-far impressive metaverse roadmap?
The luxury hospitality industry also continues to grab Web3 by the reins and capitalize on its potential. This time, it's the Ritz-Carlton that’s breaking the mold, dropping its very own series of NFTs in China in honor of its 15th anniversary. But as the mainland’s regulations on digital assets are stringent, the question remains as to why the hotel chain chose to launch this project there, rather than in another less-restrictive market.
A Lesson In Cross-Collaboration: Gucci And Vans Team Up To Launch First Co-Branded Experience In Roblox#
What happened
Scavenger hunts just got a style upgrade thanks to Gucci’s latest Web3 project in collaboration with Vans. The two iconic labels have merged their immersive virtual worlds in Roblox to create a first-of-its-kind consumer experience.
“Gucci Town” and “Vans World” deploy the power and potential of in-game interoperability, enabling users to flit between the two spaces to collect a series of fabrics and patterns through portals inspired by shoe boxes. Once users have completed the scavenger hunt, they can trade their swatches in for special wearables for their avatars.
The verdict
The partnership showcases how brands can reimagine their virtual spaces to enhance the consumer experience and prevent their activations from becoming obsolete. It’s also a great example of how fashion brands can combine their ambitious ideas and expand on their milestones through collaboration. As for Roblox, this is the first time the platform has developed a co-branded venture of this sort, and the project opens the door to similar endeavors from other Roblox participants, such as Tommy Hilfiger and Nars.
Both Vans and Gucci have played their cards right when it comes to building a well-rounded branded experience in Roblox, setting them up for success with this latest move. According to metaverse data platform Geeiq, Gucci Town has received over 42 million visits since its launch back in 2022, while Vans World has attracted over 94.5 million visits since September 2021.
Li-Ning Joins The Video Game Hype And Drops Digital Fashion Collection In Peacekeeper Elite#
What happened
China’s sportswear label Li-Ning has launched its first product collection in the immersive virtual space “Oasis World," an experiential landscape that is installed inside the mainland’s popular video game Peacekeeper Elite. Released on April 12, Li-Ning’s Spring/Summer 23 collection was sported by hyper-realistic models within a dedicated catwalk space, and also featured Peacekeeper Elite’s own virtual influencer as part of the collaboration.
Keeping in line with the current gamification trend, users can take part in a Parkour Charging Activity and access check-in points in order to “charge” their Li-Ning “Yunyou C4D” shoes. Those who complete the activity can exchange their shoes for treasure boxes, game coins or other exclusive benefits offered by the brand.
The verdict
Following recent scandals online, Li-Ning’s ambitions for this year include pushing its way to the forefront of the Chinaverse — something it seems to be doing well so far. In February, the brand celebrated Valentine’s Day by teaming up with virtual artist Tian Xiaolei to produce a campaign that tells the story of two individuals who fall in love in the metaverse. Now, it’s utilizing platforms like Peacekeeper Elite to boost brand exposure among domestic gamers.
The release is making the rounds across China’s socials too. Dubbed “the first fashion product release in Peace Oasis World,” the project generated over 22 million views on Weibo within 24 hours. It’s numbers like these that indicate how widely recognized and lucrative blockbuster games like Peacekeeper Elite can be across the mainland. Luxury retail should take note.
The Ritz-Carlton Sanya Debuts NFT Collectibles To Celebrate Its 15th Anniversary#
What happened
The Ritz-Carlton (Sanya Yalong Bay) hotel in Hainan province has debuted an NFT collectible series to celebrate its 15th anniversary. It aims to create a virtual and in-person interactive hotel experience for guests, especially members of its loyal customer community. From April 24 t0 May 12, customers who reside at the hotel will receive the celebratory NFT.
Guests will be able to enjoy a number of benefits and a unique anniversary experience courtesy of the token. For example, holders can claim a welcome gift reward when they first use the NFT, including customized welcome necklaces, fruits, and desserts. Those who then hold onto their NFT can later use it to receive a gift if they stay at the hotel again within a year, comprising a customized "surprise experience" from the hotel's guidance team or management team.
The verdict
Though mainland China still imposes a range of restrictions on digital assets, the global hotelier chain chose to launch its first NFT series there rather than in a market that is more open to digital assets. The buzz surrounding digital assets is notably louder in China than it is in the rest of the world, which could have been one of the reasons the brand decided to roll out the token-based project in the country.
The hotelier may have a shot at international Web3 success too. The luxury hospitality industry has become enamored with metaverse’s possibilities over the past few years, acknowledging its potential utility for establishing new loyalty member platforms and enhancing guest experiences. With global luxury hotel and resort industry revenue expected to hit $160 billion by 2031, there’s scope for huge payoffs for those that innovate.
Nike Vs. Adidas: Web3's Battle Of The Sportswear Brands Is Back On#
What happened
Nike and Adidas are stepping up their metaverse activities this week, announcing the next phase of their community-focused platforms. Nike has launched the first drop from its Dot Swoosh program. The Our Force 1 (OF1) project consists of two virtual sneaker NFTs, powered by Polygon, which pay tribute to the label’s iconic 41-year-old Nike Air Force 1 silhouette. Each token is priced at $19.82, and will only be available to buy in fiat currency.
Meanwhile, Adidas has unveiled a new drop as part of its Alts by Adidas community, hot on the heels of its recent NFT.NYC activation event. The brand has shifted its approach to NFTs, from creating PFP projects to building community-centric loyalty platform. The new Alts launch will see members receive a “dynamic NFT” that can host eight different "Alt[er] egos" that correspond to different rarity traits and interactive storylines. To receive the new utility-jammed token, holders of the brand’s “Into The Metaverse” NFTs can burn them to join the new ecosystem created by Adidas.
The verdict
Taking note of the recent shift in demand for better quality community programs in Web3, both Nike and Adidas have upped their efforts. They’ve done so by improving their collections and prioritizing perks such as customization options, rewards systems, offline meet-ups, and future utilities.
But who is winning the race? As of now, Dot Swoosh is still in its early stages, so it's hard to say what a fully developed platform could offer. In Adidas’ case, its recent IRL event at NFT.NYC heralds strong potential for the longevity of its Web3 roadmap. The brand also fleshed out its online presence by gifting event attendees physical products embedded with NFC chips. Alongside the technological bonuses, the freebies can further act as status indicators — or badges of honor — to signify one’s involvement in Adidas’ exclusive online cohort.