American fitness brand Reebok has entered into a collaboration with web3 startup Futureverse.
While the details of the collaboration were not disclosed, Futureverse says the Reebok-focused venture will debut in 2024, featuring a “heart-bending digital shoe experience that will allow mass consumers to dive into artificial intelligence and digital wearables.”
In a commentary to WWD, Daniel W. Dienst, Executive Vice Chairman of Tactical Opportunities at Authentic Brands Group, Reebok’s parent company, said that with the new product, the both companies want to “redefine the intersection of fashion, technology and culture,” adding it will be a “pivotal moment in Reebok’s brand evolution.”
Reebok CEO Todd Krinsky added that the partnership with Futureverse enables the firm to “transcend traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility.”
Although the announcement is marked as the first step in Reebok and Futureverse’s long-term partnership, it’s not the first efforts made by the Boston-headquartered fitness brand 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.