American fitness brand Reebok has begun collaboration with Web3 startup Futureverse.
According to an
Details of the collaboration were not revealed, but Futureverse revealed that the Reebok-focused venture will debut in 2024, featuring “a poignant digital footwear experience that will enable mass consumers to dive into artificial intelligence and digital wearables.” do.
Daniel W. Dienst, senior vice president of Tactical Opportunities at Reebok’s parent company, Authentic Brands Group, said in comments to WWD that the two companies want to “redefine the intersection of fashion, technology and culture” through new products. He added that this marks a “pivotal moment in the evolution of the Reebok brand.”
Reebok CEO Todd Krinsky added that the partnership with Futureverse allows the company to “engage consumers in the digital evolution of our products in ways that transcend traditional innovation boundaries and redefine the realm of the possible.”
The announcement marks the first step in Reebok and Futureverse’s long-term partnership, but it’s not the Boston-based fitness brand’s first effort into the web3 space. In December 2021, Reebok collaborated with American rapper A$AP NAST to issue a limited edition non-fungible token (NFT) on the RFOX Marketplace.