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Adidas has partnered with the cross-app avatar platform Ready Player Me to launch personality-based avatars where the characters are generated using artificial intelligence (AI).
Digital characters travel the metaverse across 1500 applications and games in this project.
The campaign is part of Adidas' new Ozword footwear collection, which is built on self-expression and individualism. Users must answer a set of questions when creating an avatar on the Digital Ozworld Experience.
These include their personal favorite Ozworld collectible. The data is used to create a one-of-a-kind caricature that is inspired by the collection's visual codes as well as the preferences of the users.
Adidas could broaden the reach of the collection as the avatars roam across the metaverse, in addition to attracting alternative-reality-meets-fashion fans. The avatars' appearance corresponds to the footwear's branding strategy.
Interoperability between different standalone systems is a major difficulty in the metaverse. Ozworld is a step toward allowing users to create characters and position them in numerous digital realms, which is the next stage of development in the merging of the digital and real worlds.
Adidas' digital Original strategy, which aims to grow the brand's presence in the metaverse, includes the Ozworld line. The first initiative in this strategy was a cooperation with the NFT collection of the Bored Ape Yacht Club, in which they purchased and branded one of the apes.
Meanwhile, the founders of BAYC have purchased the CryptoPunks project and are working to relax commercial rights. For an NFT, Billboard teamed up with Universal Music. Meanwhile, Wrangler launched NFT digital wearables in Decentraland’s metaverse.
