Lacoste has taken its Non-Fungible Token (NFT) ecosystem to the next level, introducing a rewards and co-creation feature for its UNDW3 community. The French fashion brand released its UNDW3 collection of 11,212 profile picture (PFP) NFTs in June 2022, with each NFT minted for 0.08 ETH, or about $95 at the time. In September, holders were airdropped crocodile-themed PFPs, and Lacoste teased that the NFTs would be part of an experiential, interactive and co-creative universe.
The latest expansion of the Lacoste Web3 universe allows Genesis Pass holders to convert their NFTs into an UNDW3 card and connect their wallets to a dedicated site to gain access to creative sessions, contests, video games and interactive conversations. The platform will also reward holders for activity on the site with points that can earn them a spot on the leaderboard, which adds rarity to their NFT.
Catherine Spindler, deputy CEO of Lacoste, said in a statement that the latest release is part of Lacoste’s long-term Web3 vision. “Pioneering the concept of a dynamic NFT within our industry is a testament to our bold vision,” said Spindler. “Beyond the fleeting trends surrounding NFTs and the metaverse, we see blockchain as an accelerator, ushering in a more inclusive and experiential digital realm. By rewarding co-creators and fostering horizontal relationships with our customers, we invite them into our creative process.”
Lacoste is not the only fashion brand to explore the world of NFTs, with Nike, Adidas, Dolce & Gabbana and Gucci all recently expanding their offerings.