Agenda-setting intelligence, analysis and advice for the global fashion community.

Op-Ed | Notes From an NFT Sceptic

Nike, Adidas and other big brands have plunged headlong into the latest crypto craze. But companies and their customers may soon discover converting virtual fashion into real-world profits isn’t so easy. Caveat emptor, warns The NPD Group’s Matt Powell.

RTFKT's NFT sneakers blend streetwear and gaming. RTFKT. — Nike, Adidas and other big brands are investing in NFTs.

Matt Powell

06 January 2022

The buzz and hype about non-fungible tokens (NFTs) and the metaverse has gotten even buzzier and hype-ier lately. With sports footwear and apparel powerhouses, Adidas and Nike, recently staking their own claims in this emerging and often misunderstood arena, it’s clear that other companies won’t be far behind. When it comes to subjects that combine next-generation technology and commerce, nobody wants to get left behind.

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Agenda-setting intelligence, analysis and advice for the global fashion community.

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