Adidas made a unique move in the NFT space by collaborating with Web3-native brands and personalities, including the Bored Ape Yacht Club NFT project, Punks Comic, and NFT influencer gmoney. Despite the risk involved in partnering with pseudonymous creators in a nascent space, Adidas believed in the values behind the collaboration and educated its corporate leadership on Web3. The Into the Metaverse campaign was a success, selling out its primary NFT drop and raising $23 million, and Adidas has continued to build in Web3 with the recent launch of ALTS. Adidas' long history of highlighting emerging cultures and creators made this collaboration a natural fit.