Asics has partnered up with Solana for a Web3-focused sneaker campaign. The collection integrates blockchain technology with traditional rewards incentives to highlight the practical benefits of NFTs in the real world, potentially appealing to those who remain skeptical about the technology.

Bored Ape Yacht Club was launched in April 2021 with the distribution of 10,000 unique NFTs. This collection of digital apes, living on the Ethereum blockchain, has since become a highly exclusive and aspirational decentralized community. What does its success tell us about brand identity?

Non-fungible tokens offer a way for people to digitally own everything from a tweet to a GIF of an NBA play via blockchain technology. How might they forge meaningful connections between fans and their idols? And how can brands sustain engagement with the tech beyond the initial hype?

Coachella has recognised the exclusivity and sense of prestige afforded by the scarcity of NFTs. By offering owners of its NFT a lifetime pass to the festival, it's combining physical and virtual experiences, speaking to a need for long-term value that goes beyond just owning a digital asset.