Heritage sportswear brand Lacoste has launched its new NFT-powered initiative, “Undw3 card.” The program, pronounced “underwater,” is a blockchain-powered personalized experience. It was first introduced in June 2022. The initiative was developed to reward brand builders and creators that participate in Lacoste’s creativity contests and video games.
Throughout the past year, Lacoste’s existing web3 community has been involved in the creation of the brand’s web3 narrative through Discord. According to a press release shared with Metaverse Post, the channel has generated over four million messages.
Notably, the immersive experience does not end here. On June 29, Lacoste released 11,212 Genesis Pass NFTs that function as golden tickets that grant access to Undw3.
First of all, the NFTs give holders the possibility to unlock exclusive privileges. For instance, users can create their Lacoste-branded profile pictures and access UNDW3 merchandise capsules. In addition, individuals will get invitations to the Roland Garros tennis tournament and the brand’s community events held at its flagship stores.
Secondly, collectors will receive rewards and will be able to make their NFTs’ value increase thanks to the interactive experience. To participate in the initiative, individuals must connect their digital wallets to a dedicated website. Then, they must participate in as many initiatives as possible to make more points and get higher on the leaderboard. The latter adds rarity to participants’ non-fungible tokens, making them acquire unique rarity traits. Hence, the value of one’s NFT increases over time.
Generally speaking, the initiative allows Lacoste to extend brand loyalty beyond transactional interactions. The recent non-fungible token release aims to engage the brand’s customers, encompassing gaming and creativity.
“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 creators and fostering horizontal relationships with our customers, we invite them into our creative process,” said the Deputy CEO of Lacoste, Catherine Spindler.
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Source: mPost
