After almost 8 years in innovation design at Adidas and countless pitches leveraging blockchain technology, 2020 marked our breakthrough moment. A small group of three creatives built and pitched an ambitious vision to the board, earning the green light to transform Adidas' digital future. Our mission was clear: align the brand with NFT culture in its most authentic and grassroots form.

Born from culture, our strategy prioritized authentic partnerships over brand dominance. We partnered with cultural pioneers Gmoney, Bored Ape Yacht Club, and Pixel Vault to create a new digital frontier for the brand. The initiative expanded Adidas into digital goods, establishing groundbreaking business capabilities including cryptocurrency ownership and a groundbreaking revenue-share model with perpetual royalties for all partners.

The project delivered 30,000 NFTs, digital and physical products for cross-reality experiences. Adidas entered by partnering with the originals of the space, an embedded narrative with The Marvel of the Metaverse (Punks Comic) and acquiring Adidas' own BAYC and first NFT with full commercial rights: Indigo Herz.

The initial launch on December 17th, 2021 generated $23.5 million in total sales with Adidas receiving ≈1600 ETH ($6.2M), establishing an unprecedented revenue-sharing structure among creators and partners, plus a 4% perpetual royalty on secondary sales for Adidas. This venture marked a defining moment in Adidas' journey into digital realms, pioneering new ways for brands and creators to build value together.

Role: Concept innovation, creative strategist, token economy and financial modeling, art direction, marketing and comms, partnerships. Creator of Indigo Herz (adidas BAYC) and named first inventor of adidas' first blockchain interaction patent.

Named first inventor of adidas first patent involving blockchain interaction.