‘Taking ownership of your creativity’: Adidas digital director Tareq Nazlawy on the brand’s entrance into NFTs and the metaverse

Adidas is banking on digital collectibles to drive new customers to its streetwear app, "Confirmed." As part of a new initiative, Adidas has become the latest brand to embrace NFTs. Adidas’s senior director for digital growth, Tareq Nazlawy, spoke with Modern Retail about choosing collaborators in the NFT space, how digital goods can help it to partner with more external creators and why it is difficult to put a price on the metaverse’s monetization opportunities.

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