Reebok is venturing into the metaverse to offer consumers new ways to engage with its products, expanding beyond traditional footwear and apparel experiences.
Scheduled for a debut in 2024, the “Reebok Impact” initiative aims to deliver a groundbreaking digital shoe experience, described as “mind and heart-bending.” The venture will incorporate elements of AI, web3, gaming, and metaverse technologies, as showcased in the accompanying video.
Teaming up with Futureverse marks the beginning of Reebok’s metaverse journey, with plans for a “long-term” collaboration. Future developments will see the introduction of additional functionalities, integrations, and immersive experiences.
Todd Krinsky, CEO of Reebok, shared insights into the partnership, stating, “Our partnership with Futureverse and the upcoming launch of Reebok Impact enables us to transcend traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility.”
This move aligns Reebok with industry trends, as major sportswear brands like Adidas, Nike, and Puma have previously entered the metaverse, offering digital wearables. Nike, in particular, has gone a step further by creating Nikeland, a “micro metaverse” within the Roblox ecosystem and actively exploring XR (extended reality) opportunities.
Despite the established presence of other brands, Shara Senderoff and Aaron McDonald, Co-Founders of Futureverse, express confidence in the pioneering nature of their collaboration with Reebok. In a joint statement, they note, “We are beyond excited to announce our exclusive partnership with Reebok, a testament to our shared belief that life is a journey of active participation, not observation.”
Futureverse, a rapidly growing company formed by 11 metaverse infrastructure and creative content firms, has gained significant market momentum since its launch last year. Its AI-backed digital collectibles, including the FIFA-backed “AI League,” have contributed to a thriving metaverse community. Having secured a $54 million Series A investment round to build the AI metaverse, Futureverse now faces the challenge of navigating an increasingly competitive landscape as it collaborates with Reebok.
