Adidas VP global marketing Erika Wykes-Sneyd at the DPAA Global Summit in New York. Image: DPAA.Over the last two years, iconic shoe brand Adidas has been establishing a metaverse presence by collaborating with tech partners and creators and also rolling out their own NFT. Leading the effort is Erika Wykes-Sneyd, who spoke about the brand’s journey at the recent DPAA Global Summit. She has experience in fintech and gaming technology at PlayStation, Venmo and Uber. Here are the steps Adidas has taken so far.
Build a metaverse-ready team Adidas began their metaverse journey in February of 2021. Tesla’s Elon Musk had just tweeted that his company would accept payment for cars in Bitcoin. This boosted the credibility of cryptocurrency, as well as the underpinning blockchain technology that governs transactions in web3. If more users were going to be collecting and showing off blockchain-based NFTs, then this was a space in which brands should also be involved. Wykes-Sneyd started a metaverse task force allowing anyone within the organization to opt in and contribute ideas.
“I immediately found a lot of passionate individuals in the organization who were already thinking about the space,” she said, adding they were “front line workers,” who weren’t in the C-suite or IT department. They were people who, during pandemic lockdowns, were spending more time getting involved in web3 projects on the side, often on Discord. From the 55 people who initially showed interest on a company chain email, Wykes-Sneyd created a 22-person taskforce that included employees across the organization. Full story here