Prada and Adidas created the most unusual collaboration of the year. Two cult brands presented a new collection of sportswear and shoes in NFT tokens. The release was called Re-Source and was inspired by the Re-Nylon collection. Clothing and shoes are made of recycling discarded plastic that has been collected from landfill sites and oceans across the whole planet. Pre-orders were closed on the first day after the launch of the collaboration, and part of the proceeds from the sale of NFTs will be donated to charity. The collection will be dropped via an auction hosted by NFT marketplace SuperRare from 28 to 31 January. According to “Adidas.com”, this is the first of its kind NFT-project and a huge step towards the world of digital property, featuring artwork in collaboration with a prominent digital artist Zack Lieberman.
“As an artist, you are always looking for different ways to make your pieces eternal and it’s really wonderful to know that this project will be forever recorded,” Lieberman said.
For those who still have no idea of what NFT is we’ve got an explanation. It is a unique digital code linked to an art object or a piece of clothing. What is more, the object can both be real and drawn. For example, if you purchase famous brand sneakers you automatically become an owner of it’s digital copy which exists in a only unique copy and you also receive a digital passport confirming its authenticity. Experts predict rising popularity of the digital art in 2022, which is expected to peak by 2030 when the total NFT market will reach $300 billion.