Adidas has successfully built its web3 community through its Adidas Web3 Studio, which is a great example of how brands can leverage this technology to engage with their audience in a new and innovative way. What’s impressive about their approach is that they’ve carefully thought through their long-term strategy and created an authentic and engaging experience that aligns with their brand values.
Some of the highlights of their community strategy:
Community engagement 🤝
Besides interacting with their followers on social channels like Twitter and Instagram, Adidas has built a very active Discord community with over 50,000 members. Almost half of them are also “Into the Metaverse” holders. There, they take a community-driven approach, not just about Adidas, but also exchange about fashion, football, and health. This has resulted in a highly engaged and loyal community, with thousands of fans joining the web3 revolution alongside Adidas.
Ownership economy 🤝
Adidas has also actively empowered its community to participate in the development of their brand by asking for opinions, ideas, and feedback. They recently formed a council of 15 people to represent the Adidas Web3 community and provide advice on the brand's direction in web3.
Holder-only perks 🎁
Besides organizing airdrops and including community decisions, they're organizing real-life meetups for their holders. The first meetup, in Berlin, will be on March 23rd and from what we know so far it will be “more than just a party”.
As the web3 space continues to evolve, it’s inspiring to see how brands like Adidas are embracing this technology to create meaningful connections with their audience. It's an exciting time to be a part of this movement, and we can't wait to see what's next for the world of web3!
