Over the last two years, iconic footwear brand Adidas has established a presence in the metaverse by collaborating with tech partners and creators and also implementing its own NFT.

Leading the effort is Erika Wykes-Sneyd, who spoke about the brand’s journey at the recent DPAA Global Summit. She has a background in fintech and gaming technology at PlayStation, Venmo, and Uber.

These are the steps Adidas has taken so far.

Build a team ready for the metaverse

Adidas began its journey through the metaverse in February 2021. Tesla’s Elon Musk had just tweeted that his company would accept Bitcoin car payments. This boosted the credibility of the cryptocurrency, as well as the…