News hardware With this Lacoste NFT, your opinion counts
The famous brand with the emblematic crocodile logo is launching a completely new web3 experience. Indeed, the Lacoste company has announced the release of a discord server dedicated to its Web3 community as well as a first collection of 11,212 NFTs. The ambition of the clothing brand is to bring real added value to its NFTs by offering holders advantages, particularly in design choices in the future.
Lacoste and its Web3 discord server
Many clothing brands have already set foot in the world of blockchain. Between Prada and its NFT capsule or Balenciaga, which accepted payments in cryptocurrency last month, the fashion world intends to seize the cryptosphere.
And this time, it’s the turn of the French tennis brand, Lacoste, which decides to make its arrival in Web3. To do so, the brand is launching a new project called “UNDW3”, meaning “Underwater”, a reference to the natural environment of the brand’s emblematic animal.
This new project is supported by a discord server which aims, as in the vast majority of NFT projects, to unite the brand’s fans around a Web3-style community.
“Join the community to participate in this new experience with the Crocodile. Lacoste members will be part of a new revolution with the web3 creating a unique bond like no other with the brand before. Access a pioneering ecosystem of exclusive digital, physical and experiential benefits from the Lacoste universe. Try to join the crocodile and secure your place underwater. explains the brand on its Discord server.
The brand has never been closed to digital culture, it has also collaborated on a gaming-oriented collection with Minecraft in March 2022. By integrating blockchain into its creative process, the brand is taking a further step towards innovation.
The NFT Lacoste collection
The first collection has already been released on the Ethereum blockchain, this one includes 11,212 NFTs, a number in reference to the first polo shirt marketed by the brand, the L.12.12.
This first was a great success since the collection is already “sold out” and its price has tripled compared to the mint price (initial purchase price of NFTs) which was 0.08eth around €72.
As with the majority of NFT collections, images related to the token are yet to be revealed. Holders will be awarded a more or less rare jpeg when these are revealed upfront.
The opportunity to have a nice Lacoste profile picture, but that’s not all….
Indeed, the holders of the tokens will have particular advantages:
- Access to exclusive clothing collections
- Access to private physical and virtual events
And other benefits not yet revealed…
But the most original utility of the NFT is undoubtedly the voting power that it grants to its holder for the brand’s future creative choices.
One Lacoste NFT = 1 vote
By being an owner, your NFT will be equivalent to 1 vote for future surveys intended to specify certain parameters for exclusive clothing collections.
“During the first UNDW3 phase, holding your NFT will allow you to be part of the Lacoste creative team in a decentralized way. explained Lacoste.
This utility is reminiscent of what DC had done in another register. The comics brand had also given the option to the holder of its NFTs to make script choices for future comics.
An avenue to explore to incorporate customers into the creative process for brands in the future.