Reebok announces a partnership with the web3 startup Futureverse

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Futureverse revealed in a Twitter thread on December 7, 2023, that Reebok is launching a web3 initiative named “Reebok Impact.”

The specifics of the partnership remain undisclosed, but Futureverse stated that this Reebok -focused project is set to launch in 2024. It is described as a “heart-bending digital shoe experience that will allow mass consumers to dive into artificial intelligence and digital wearables.”

In a statement to WWD, Daniel W. Dienst , the Executive Vice Chairman of Tactical Opportunities at Authentic Brands Group (Reebok's parent company), expressed that the new product aims to “redefine the intersection of fashion, technology and culture.” He also mentioned that this will be a “pivotal moment in Reebok’s brand evolution.”

Reebok's CEO Todd Krinsky commented on the collaboration with Futureverse, saying it will allow the company to “transcend traditional boundaries of innovation.” He emphasized that this partnership will enable Reebok to further engage consumers in the digital transformation of its products, expanding the possibilities within the realm of innovation.

This announcement marks the beginning of a long-term relationship between Reebok and Futureverse. However, this is not Reebok's first foray into the web3 domain. Previously, in December 2021, Reebok had partnered with American rapper A$AP NAST to release a series of limited-edition non-fungible tokens (NFTs) on the RFOX marketplace.

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