My Role
- · Artistic Direction & Creative Consultation
- · Digital Art & NFT Development
- · Avatar Identity & Concept Exploration
- · AI-Aided Visual Prototyping
- · Cultural Research & Narrative Support
Project Overview
Origins: Into the Metaverse (2021)
In December 2021, adidas ventured into the Web3 space (Cypto & NFTs) with the launch of Into the Metaverse (ITM), an NFT project developed in collaboration with notable Web3 entities, including Bored Ape Yacht Club (Yuga Labs), Punks Comic (Pixel Vault), and crypto influencer gmoney. The ITM collection comprised 30,000 NFTs minted on the Ethereum blockchain, offering holders exclusive access to both digital and physical products, such as limited-edition apparel and virtual land experiences.
Evolution: Transition to ALTS by adidas (2023)
Building upon the ITM foundation, adidas introduced ALTSbyadidas in April 2023, marking the third and final phase of its initial Web3 initiative. This new phase allowed holders of ITM NFTs to burn their tokens in exchange for ALTS NFTs, representing dynamic digital avatars known as “ALT[er] egos.” Each ALT avatar is characterized by specific traits and interactive storylines, offering a personalized and evolving digital identity.
The project blends digital culture, blockchain, and creative collaboration, aiming to explore how identity and design evolve in decentralized spaces. It builds on adidas’ commitment to experimentation and storytelling across both physical and virtual realms.
Project Mission
ALTSbyadidas aims to build a community-driven design ecosystem that blends culture, fashion, and identity across physical and digital spaces.
Its goals include:
· Empowering digital identity through customizable avatars
· Encouraging co-creation via community task forces and feedback loops
· Providing utility through exclusive access to digital and real-world activations
My Contribution
As a member of the /// PFP Task Force, I worked alongside artists, strategists, and developers to help shape the visual and conceptual development of ALTS avatars. My focus was on:
· Reviewing avatar trait proposals
· Providing feedback on style, identity, and expression
· Exploring AI-based ideation tools
· Supporting the brand’s goal of decentralized creative collaboration
Reflection
This project sits at the intersection of digital art, design systems, and emerging creative platforms. It represents a shift in how global brands engage with open-ended identity design – not as top-down products, but as co-created, evolving ecosystems. I’m proud to have contributed to a project that values artistic feedback as part of its creative DNA.
“ALT[er] Ego”