Dive Brief:
- Reebok has launched an exclusive partnership with Futureverse, an artificial intelligence and metaverse tech company, according to a Dec. 7 press release. In 2024, the two will debut “Reebok Impact,” a virtual experience with AI and digital wearables.
- Spearheaded by Futureverse, Reebok is pushing to broaden the ways consumers interact with its products, from footwear to apparel.
- This is the first step in Reebok and Futureverse’s partnership, which is said to be long term. The companies intend to expand, add functionality and integrations, and launch new experiences.
Dive Insight:
With the help of Futureverse, “Reebok Impact” will feature web3, blockchain-based gaming and metaverse experiences for customers next year.
“Reebok is deeply entrenched in consumer trends and transformative technology,” Reebok CEO Todd Krinsky said in a statement. “Our partnership with Futureverse and the upcoming launch of Reebok Impact enables us to transcend traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility.”
Brands incorporating web3 and metaverse experiences into their businesses was a common move this year, especially coming from apparel retailers. Lacoste, Crocs and Alo Yoga used virtual reality to showcase products. Combining this with other tech like AI, augmented reality and NFTs is another way brands are using digital experiences to get customers to engage with products.
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