NikeProprietary Blockchain Sneaker Startup RTFKT studies announced the launch of Cryptokicks irla sneaker collection that brings to life RTFKT’s vision of merging the digital and physical worlds.

It is based on Nike CryptoKicksa digital-only collection of customizable NFTs sneakers which was RTFKT’s first big sneaker release after Nike acquired a year ago. Cryptokicks iRL is RTFKT’s first Web3 sneaker to incorporate blockchain with smart technologies, including automatic lacing, enhanced lighting, haptic feedback, gait detection, and AI algorithms.

Cryptokicks iRL will be limited to 19,000 pairs of shoes and will be sold as digital collectibles with physical counterparts in four unique colorways.

In terms of brand strategy, Nike has had great success with Nike Direct. Nike earns 42% of its revenue from its own physical and online stores. Allowing users to buy custom shoes directly is a powerful way to engage users online, but that’s not new. Nike ID launched in 1999 and was recently renamed Nike by You. But RTFKT’s iRL Cryptokicks are much more fashionable.

Going back to the NFT drop, each collector will receive the RTFKT WM Chip to link the digital and physical items. The draw to participate begins on December 7.

Bridging the gap between the digital and physical worlds is especially essential for RTFKT to reach the average sneakerhead who may not be well-versed in NFT. Additionally, physical goods solidify the high price tag associated with NFTs, which range from $450 to $1,333 in price.

Nike overall it has made great strides in the web3 domain. This year, a case study of the NFT brand revealed that Nike was ahead of other brands in NFT revenue. Most recently, the apparel giant announced the launch of .Whistle, a blockchain-enabled platform and community ecosystem for web3-curious Nike consumers. The .Swoosh platform will allow members to learn, collect, and co-create virtual clothing and related items that can be worn in the metaverse.