DIOR has unveiled its B33 range of sneakers which will launch later this week. Each physical shoe includes an NFC chip linked to a non-fungible token (NFT) digital twin on the blockchain, which acts as a certificate of authenticity. However, the NFT will also unlock “dedicated services”, although there is no commitment to provide rewards. Like other brands, there is no mention of NFT or web3, apart from a reference to the Ethereum blockchain in the product details. That could be because these are physical shoes and may not have future functionality.

The shoes feature designs by Kim Jones, Creative Director of DIOR Homme. The first sneaker to be launched is priced at €1,200 and is limited to 470 pairs. The next three design variations will have the same number of limited editions but priced at €990. Three more designs will cost €890 but they are not limited edition. The figures are similar to the prices of other conventional DIOR sneakers.

However, the description of “dedicated services” is limited and there is no commitment to rewards in the future. It only offers authenticity, details about the manufacturing process, as well as notifications about future sneaker releases. That usually allows owners to be whitelisted for other exclusive drops, but there’s no mention of that.

DIOR is part of the LVMH group, a pioneer in the launch of the AURA blockchain consortium for the luxury sector. Includes members outside the group, such as PRADA and Richemont. AURA initially focused on anti-counterfeiting and authenticity, but later added sustainability tracking and NFT collectibles. DIOR is not mentioned as a member of AURA on the website.

Hennessy is another LVMH brand that sold NFT-associated limited-edition cognac bottles for $250,000 a piece and launched a web3 brand H3NSY. Last month, Louis Vuitton launched the Via Trunk for those willing to spend $39,000 on as-yet-undisclosed experiences and products.

sneaker contest

DIOR’s adventure is entering a popular but crowded sneaker market. Both Nike and Adidas have been very active in space. Adidas even announced a collaboration with FEWOCiOUS, who designed the first NFT sneaker released by RTFKT, which was acquired by Nike shortly after. Some of their offerings have been purely digital, others phygital. Adidas also collaborated with Prada for an NFT campaign.