“ASICS is poised become the first company of its ilk to issue official NFTs with its "Sunrise Red" NFT collection — thankfully, it's no mere cash grab but what the company describes as an effort to support the next generation of sneaker designers.”

From ACTUALLY, WE'RE GLAD THAT ASICS IS DROPPING NFTS

in highsnobiety.

I am part of an internal Biz-dev team that looks into ways that ASICS can be exploring the brand’s future in innovative spaces. We launched the first ASICS NFTs last spring on OpenSea. Proceeds were invested in digital artists through the first-of-its-kind ASICS Digital Goods Artist in Residence Program. The goal of this program is to invest in the next generation of digital shoe artists to build beautiful digital products that inspire physical activity.

Each shoe NFT was limited to 20 digital editions and auctioned off. You can see the landing page and benefits in the collection link below.

Small Splash for Future Leaps.

The NFTs were an amazing learning experience for the ASICS team. As a brand, ASICS has traditionally been very conservative within new social spaces and technologies. Many stakeholders where not sure where it would land with our audiences, but it was received well amidst the rollercoaster of the olympics and new launches last year.

It also prepped us to jump farther into envisioning ASICS’s place in the Metaverse…. Keep Scrolling!