Lacoste to dive deep into Web3 exploration, expands its NFT ecosystem

Lacoste, the renowned French fashion brand, has taken a bold leap into the world of non-fungible tokens (NFTs) by expanding its NFT ecosystem that it first introduced in June 2022 as Genesis Pass.

With a vision to embrace the possibilities of Web3 technology, Lacoste has introduced an array of exciting features for its UNDW3 programme community, following the successful launch of its UNDW3 collection of profile picture (PFP) NFTs.

In an effort to create a more immersive and engaging digital experience, Lacoste now offers Genesis Pass holders the opportunity to convert their NFTs into UNDW3 cards and connect their wallets to a dedicated site. This unlocks a realm of interactive features, including creative sessions, contests, video games, and interactive conversations.

Users to actively participate in brand's creative process, aims Lacoste

By opening up this dynamic digital space, Lacoste aims to foster co-creation and engagement within its community, allowing members to actively participate in the brand's creative process. To encourage active involvement, Lacoste's dedicated site rewards users with points for their engagement.

These points not only enhance the rarity of their NFTs but also grant them a coveted spot on the leaderboard. This ingenious reward system not only fosters a sense of community but also recognises and celebrates the contributions of dedicated users, establishing an environment that is both engaging and interactive.

What’s in the game? Only time will tell…
Our new #UNDW3 experience is about to start.
Stay sharp, crocodiles.

More info: @undw3_lacoste pic.twitter.com/3gwhjcpahu

— Lacoste (@Lacoste) June 26, 2023

Fashion brands enduring Web3 vision

Catherine Spindler, Lacoste's Deputy CEO, expressed the brand's continuing Web3 vision and commitment to exploring the potential of blockchain technology.

Emphasising the belief in blockchain as an accelerator, Lacoste aims to create a more inclusive and experiential digital realm. By embracing co-creation and forging horizontal relationships with customers, Lacoste seeks to build a stronger connection between the brand and its loyal supporters.

Venturing into NFTs, is not the company’s first digital innovation. The brand has previously collaborated with the world-building platform Roblox to offer virtual clothing items, expanding its presence in the virtual realm.

Joining the ranks of other renowned fashion brands such as Nike, Adidas, Dolce & Gabbana, and Gucci, Lacoste's foray into the NFT space underscores the increasing interest within the fashion industry to explore NFTs' potential in enhancing brand engagement and customer experiences.

By expanding its NFT ecosystem and introducing rewards and co-creation features, Lacoste demonstrates its commitment to innovation and embracing the digital revolution. The brand harnesses the power of NFTs to provide its UNDW3 community with immersive experiences and a platform for creative expression.

Blockchain, a new trend across industries

As fashion brands like Lacoste continue to embrace NFTs, it becomes evident that the fusion of fashion and blockchain technology holds immense potential in redefining customer experiences and engagement in the digital age.

Lacoste's adoption of web3 technology is part of a larger trend across industries, where brands are venturing into uncharted territory to mould their own paths.

An example of this is the recent collaboration between the Warner Music Group and Polygon, Ethereum's Layer 2 solution. This partnership seeks to accelerate innovation at the intersection of music and web3, targeting companies and entrepreneurs eager to revolutionise the music industry.

Through decentralised music production and distribution systems, innovative ticketing solutions, and the integration of music with interactive technologies and games, this collaboration aims to shape the future of music in the digital era.