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Moonbirds Copyright Controversy Exposes Flaws in Crypto’s IP Obsession

TokenTalk Staff



Moonbirds Copyright Controversy Exposes Flaws in Crypto’s IP Obsession

It’s no secret: when NFTs emerged as a coherent asset class in 2021, its value proposition was mainly unbridled speculation. Since then, NFT projects have spent countless millions trying to guide their brands towards more serious and sustainable futures; most chose to go all-in on the ephemeral and provocative concept of intellectual property, or IP.

It has never been resolved, however, what exactly IP means in such a context, nor to what extent NFT projects can grant IP rights to their holders. These unanswered questions resurfaced this week when Yuga Labs – the multibillionaire company behind Bored Monkey Yacht Clubannounced which planned to grant exclusive commercial rights to holders of Moonbirdsone Ethereum NFT collection you purchased in February.

There was just one hitch with the plan: in 2022, the original creators of Moonbirds archived the collection under Creative Commons 0 (CC0), an extremely firm legal tool that waived any copyright claims on the Moonbirds NFT art and released the pixelated owl characters into the public domain.

Moonbirds’ official statement on the matter, published on Monday, appeared to be an attempt to sidestep this reality. “If you did stuff during the CC0 era, cool,” the company he wrote. “But from now on, you’ll need to own a Moonbird to keep doing this.”

Twitter users reacted immediately. Several, including copyright attorney Alfred Steiner, argued that the company’s position was legally invalid – the Moonbirds were now in the public domain and nothing could put that toothpaste back in the tube.

It didn’t take long for Yuga to appear to adjust his position. Within hours of the initial announcement, the company’s co-founder and CEO, Greg “Garga” Solano, he wrote that commercial rights related to the Moonbirds would only be attached to new 3D versions of the Moonbirds artwork, which would be given exclusively to current NFT holders.

These commercial rights, Solano said, would be similar to those enjoyed by Bored Ape Yacht Club NFT holders. For years, Yuga has allowed BAYC holders to create and sell Bored Ape-themed ventures, such as burger restaurants It is canned water companies. The implication was that Moonbirds-themed chocolate bars and stuffed animals could be coming – but only current NFT holders would be allowed to create them.

So what is the truth? Can anyone comment freely on the Moonbirds’ copyright until the end of time? Or does Yuga have the power to control who creates Moonbirds-themed products?

According to Brian Frye, a law professor at the University of Kentucky who specializes in NFTs and intellectual property, both statements can be true at the same time – a fact that exposes important questions about how intellectual property is currently understood and discussed within crypto.

For Frye, it all comes down to the crucial difference between copyright and trademark. When Yuga says that Bored Ape or Moonbirds NFT holders have special commercial rights, the company is suggesting that they originate from the copyright of an individual NFT.

Copyright protects the content of a work, such as the plot of a book or the unique features of a painting. Yuga would therefore maintain that each individual Bored Ape or Moonbird has its own copyright, which the holder can exercise for his or her own benefit.

But Frye – and other jurists, including Alfred Steiner– I don’t believe that commercial experiments like a Bored Ape snack bar really depend on copyright. Instead, Frye claims, they are leveraging the widespread Bored Ape brand, which falls under trademark law. Simply put: people line up for a Bored Ape burger because it’s affiliated with the Bored Ape Yacht Club brand, not because it represents Bored Ape. #6184 specifically.

This distinction is a double-edged sword. In the case of the Moonbirds controversy, this means that Yuga will likely he can police officer who commercially leverages the Moonbirds brand. But it also means that the whole notion of individualized, copyright-based commercial rights controlled by NFT holders is somewhat fanciful.

In practice, Yuga is just saying that it will selectively choose no to sue current NFT holders for trademark infringement. But little would protect those holders if the company changed its mind.

The original Moonbirds archived under CC0, however, will remain in the public domain. But this CC0 distinction does not confer any rights to the Moonbirds trademark. Any member of the public who attempts to open a Moonbirds ice cream parlor in the near future will likely have a cool ridein case they receive a stern call from Yuga’s lawyers.

Decrypt contacted Yuga Labs several times about this story but never received a response.

For Frye, the Moonbirds episode reveals how IP has become a buzzword — and supposed value-add — for NFT brands, despite the lack of legal clarity surrounding the topic.

“There is a certain subset of [Yuga’s] customers who are really fixated on the idea that IP is important,” said Frye Decrypt. “They don’t even know what it means, but it’s a talisman: ‘IP! I want to own the IP, whatever it is.’”

In fact, in the hours following Yuga’s Moonbirds announcement this week, the collection increased by nearly 30% in floor price – or the cost of the cheapest listed NFT on a marketplace – according to NFT minimum price.

But this short-term victory could be Pyrrhic. Since the crypto winter of 2022 caused NFT prices to crater, Yuga has struggled to find a way back to the cultural dominance it once enjoyed. It once cost nearly $430,000 to join BAYC at the project’s peak in April 2022; now enough $42,000.

Last week, while advertising Although Yuga had just experienced a wave of layoffs, CEO Greg Solano said the company had “lost its way.”

Being more aggressive in policing the Moonbirds trademark – which it seems this week’s announcement really boils down to – could temporarily increase holders’ perception of Yuga’s value. Maybe it already happened. But in the long run, Frye says, this kind of self-imposed limitation on who can engage with the Moonbirds brand could backfire in crypto — where legal is everything.

“The only thing they have going for them is some form of goodwill with their customers,” Frye said. “And now to come back and say, ‘We’re going to try to recover intellectual property rights that are largely illusory anyway,’ seems like an incredible ‘L’ for them.”

Edited by Andrew Hayward


We are the editorial team of TokenTalk, where seriousness meets clarity in cryptocurrency analysis. With a robust team of finance and blockchain technology experts, we are dedicated to meticulously exploring complex crypto markets with detailed assessments and an unbiased approach. Our mission is to democratize access to knowledge of emerging financial technologies, ensuring they are understandable and accessible to all. In every article on TokenTalk, we strive to provide content that not only educates, but also empowers our readers, facilitating their integration into the financial digital age.

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Are NFTs dead? Famous Bored Ape NFT drops 90% from its previous high in 2021

TokenTalk Staff



Are NFTs dead?  Famous Bored Ape NFT drops 90% from its previous high in 2021

The Bored Ape NFT price has seen a dramatic 90% drop, falling from an all-time high of 120 ETH to just 10 ETH currently.

During the 2021 cryptocurrency boom, Bored Apes Yacht Club (BAYC) NFTs emerged as one of the most sought-after collectibles, but has since seen a sharp drop in demand affecting the entire NFT market.

Despite initial enthusiasm and celebrity endorsements, the value of BAYC NFTs, along with other Ethereum-based NFT collections, has declined due to waning interest from retail investors and the emergence of new collections on Bitcoin and Solana blockchains.

Source: CoinGecko

As of May 2022, each BAYC NFT is valued at $400,000 worth of Ether, with the price of Ether at $3,000. Currently, the value of each Bored Ape NFT has dropped to just over $30,000.

According to CoinGecko, there was stability in the market around the $1 million mark in 2022, with ten individual wallets controlling almost 20% of that amount.

Google search trends also indicate decreasing interest in Ethereum-based NFT collections as investors shift their focus to NFTs on the Solana and Bitcoin platforms.

Despite 90% drop, Bored Ape NFT still leads the NFT collection

In the 2021 NFT bull market, Bored Ape Yacht Club (BAYC) NFTs have grown in popularity, attracting several high-profile celebrities who have paid more than $300,000 for individual pieces. Notably, Justin Bieber acquired a Bored Ape valued at over $1.2 million, described as “rare.”

Reports from Google indicate that Moonpay may have given Bored Apes to various individuals and celebrities to boost investor confidence.

Despite the drop in NFT prices, BAYC maintained its status, boasting a market capitalization of $340 million as of Tuesday (April 16).

Bored Apes consists of 10,000 distinct digital cartoon ape figures on the Ethereum blockchain.

Ownership of a BAYC NFT offers several privileges, including access to exclusive in-person meetings and a private online club, additionally serving as a digital symbol of wealth.

Some Bored Ape NFTs are still selling hot

It is important to recognize that certain BAYC NFTs are still achieving sales well above their base price, which represents the minimum price for any NFT in the collection.

Recently, BAYC #830 reached a price of 504.3 ETH, equivalent to $1.92 million, while other scarce pieces in the collection have surpassed the 30 ETH mark in recent days.

Meanwhile, CryptoPunks, the most valuable NFT collection in terms of market capitalization, suffered a decline from its highest low price of 113.9 ETH, dropping 64%.

According to Expert, Digital Art NFTs Were Never Meant to Exist on Their Own

As industry experts continue to speculate about the potential resurgence of digital art NFTs, Shi Khai Wei, co-founder and chief operating officer of LongHash Ventures, shared insights in an interview. Wei emphasized that digital art NFTs were not designed to function independently in the market. Instead, he suggested that the success of these projects could be improved by integrating them with other sectors of the blockchain industry to increase their usefulness.

Wei highlighted the challenges of garnering support for projects that lack a well-defined brand and concrete products. However, he also highlighted the potential advantages of NFTs when combined with blockchain projects that incorporate in-game economies and NFT ownership. According to Wei, projects with a clear vision, such as a defined game, infrastructure, blockchain, marketplace, and a dedicated community of early adopters, have a considerably easier time succeeding.


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NFT: The bubble has burst for now, but is there a future?

TokenTalk Staff



NFT: The bubble has burst for now, but is there a future?

Many strange things happened in the global economy during the height of the COVID-19 pandemic, but few as curious as the NFT boom of 2021.

Almost no one knew what a non-fungible token (NFT) was at the beginning of that year. In the end, more than 40 billion dollars (36.6 billion euros) were spent on digital assets and works of art recorded on blockchain. This has made the sector almost as valuable as the global art market itself.

If 2021 was the boom, then 2022 was the bust. In January 2022, the market reached its dizzying peak, but by September of that year, trading volumes had fallen by a massive 97 percent. The NFT crash was part of the broader destruction of the cryptocurrency sector, which saw a staggering $2 trillion in value lost.

Also read | Sam Bankman-Fried: Fraud Conviction Limits Stunning Drop for ‘Crypto King’

So are NFTs simply dead, or is there some kind of future for them?

In early November 2023, OpenSea, the largest NFT marketplace, announced that it was laying off half of its workforce. Then there was a bizarre event at a promotional event in Hong Kong for the “Bored Ape Yacht Club”, one of the most well-known NFT collections. Dozens of people reported “severe eye burns” after participating in the event, which featured intense use of ultraviolet lighting.

None of this is good news, but there have also recently been signs of a very modest recovery in the affected sector, with trading volumes rising recently after falling steadily throughout 2023.

Cryptomania and ‘hip’ exclusivity

When the NFT boom took off in the summer of 2021, Andrea Barbon was one of many people intrigued by the innovation’s potential. He quickly created and sold his collection, a set of computer-generated fractal images.

“This venture awakened in me a deep curiosity and desire to delve deeper into NFTs,” Barbon, professor of finance at the University of St Gallen in Switzerland, told DW. “My fascination with the mix of art, technology and finance that NFTs represent motivated me to study them in detail, exploring their potential impact on various industries and their role in the future of digital property and creativity.”

From the beginning, many rejected NFTs. Bill Gates famously said that they were “100% based on the ‘greatest fool theory’” – the idea that it is possible to make money by buying overvalued and fundamentally worthless assets, as long as there is a “greater fool” who show up. and pay even more. “Obviously, expensive digital images of apes are going to improve the world immensely,” joked Gates, in an apparent reference to the Bored Ape collection.

Also read | Explained: Why some NFTs are so expensive

Still, NFTs took off. Perhaps the unique circumstances of the time, when the pandemic meant people around the world were spending an unusual amount of time online and at home, played a role. Barbon says the cryptocurrency boom, in full flow in 2021, has fueled enthusiasm for NFTs, while user-friendly platforms like OpenSea have made it very easy for people to buy and trade them.

Then there was the exclusivity factor, cultivated by celebrity purchases and the creation of NFT clubs. “The allure of NFTs has been further amplified by their novelty, the promise of high returns and their role as status symbols within the crypto community,” said Barbon. “This combination of technological innovation, market dynamics and cultural factors created a perfect storm that fueled the NFT boom.”

NFT: A bubble if there ever was one

For Barbon and his colleague Angelo Ranaldo of the Swiss Finance Institute, NFTs represented a fascinating field of study. As part of their academic research, they examined more than 15 million NFT transactions, worth around $18 billion, between January 2021 and September 2022. They concluded that the entire market represented a bubble.

“We have observed a pronounced trend toward bubble-like behavior in the NFT market,” Barbon said. “This was characterized by rapid price rises, often doubling within days or even hours, followed by sharp falls. These fluctuations offered significant returns to investors, but also posed substantial risks.”

Another thing they noticed was that some investors demonstrated an ability to consistently capitalize on market volatility, earning significant amounts of money, while others demonstrated more reckless behavior. “The market has seen inflated valuations, driven more by speculative fervor than underlying fundamentals,” he concluded.

Doubts will remain, but NFTs can endure

Some NFTs have seen impressive drops in value. The Bored Ape collection, for example, which became especially popular among celebrities, lost more than 90% of its value, amounting to several billion dollars. Singer Justin Bieber and Brazilian football player Neymar are among those who have spent around $1 million each on Bored Ape NFTs, only to see the value virtually disappear.

The fallout from the celebrity NFT craze continues to this day. This week, football player Cristiano Ronaldo was the target of a class-action lawsuit seeking at least $1 billion in damages for his role in promoting NFTs issued by cryptocurrency exchange Binance. As a result, there is a deep underlying skepticism about the market. But Barbon says it may still have a future, especially if it returns to its origins as a marketplace for digital artists.

Also read | Rise of ‘finfluencers’ sparks debate about influence and responsibility

“They are not just a technological novelty, but a revolutionary innovation with practical applications,” he said. “NFTs have revolutionized the digital art market, providing contemporary artists specializing in digital media with a platform to authenticate and monetize their creations.”

He also sees other possible uses for NFTs beyond the art world, in domains such as digital identity and virtual asset ownership. However, the bubble and the huge losses suffered mean there will be a big question mark over NFTs for a long time to come.


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Tech Entrepreneur Suggests Mainstream Companies May Have Adopted NFT Loyalty Programs Prematurely – Bitcoin News Interview

TokenTalk Staff



Tech Entrepreneur Suggests Mainstream Companies May Have Adopted NFT Loyalty Programs Prematurely – Bitcoin News Interview W5m dC1sb3lhbHR5LXByb2dyYW1zLXByZW1hdHVyZWx5L9IBAA?hl=en-US&gl=US&ceid=US%3Aen


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Esqueça BoredApes e CryptoPunks, os NFTs estão de volta às empresas

TokenTalk Staff



Esqueça BoredApes e CryptoPunks, os NFTs estão de volta às empresas

Há dois anos, os tokens não fungíveis estavam em alta, à medida que aficionados e especuladores de arte empurravam imagens baseadas em blockchain para US$ 27 bilhões em valor. Agora que o mercado quebrou, uma versão muito menos ambiciosa dos NFTs está encontrando um lar bem-vindo nos departamentos de marketing da América corporativa.

Por Maria Gracia Santillana LinaresEquipe da Forbes

Na primeira semana de outubro, a negociação de tokens não fungíveis (NFT) caiu para seu nível semanal mais baixo desde 2020, de acordo com dados do TheBlock, com apenas US$ 50 milhões em colecionáveis ​​digitais negociados em mercados secundários. Foi um mês sombrio para os NFTs, cujo volume de negócios despencou de um recorde de US$ 3,2 bilhões por semana em 2022, à medida que os preços caíram para frações de seus máximos do boom criptográfico.

A atividade morna ocorreu duas semanas antes da Nike planejar vender mais de 30.000 pares de seus populares tênis Dunks em uma coleção ligada a NFTs, com um toque cada vez mais popular que permitiu que compradores não-blockchain entrassem em ação. Ao contrário de praticamente todos os esforços anteriores, os compradores podiam pagar com cartão de crédito em vez de usar criptomoeda, adquirindo um par de Dunks de tamanho personalizado em uma das três combinações de cores: branco e azul, preto e roxo e preto e vermelho.

Apelar aos seus tradicionais compradores jovens deu certo para a Nike, com a venda rendendo US$ 7 milhões, ou uma média de cerca de US$ 230 por par, e cada proprietário do Dunk teria uma versão digital do tênis na blockchain Ethereum. É um modelo de lançamento que provou ser uma manobra de marketing útil – em agosto de 2022, a Nike ofereceu uma coleção de roupas de lazer de 10 peças por meio de sua linha CloneX NFT. A empresa de Beaverton, Oregon, famosa por seu longo relacionamento com Michael Jordan, vende roupas relacionadas ao NFT desde dezembro de 2022, quando lançou a coleção de tênis CryptoKicks iRL com cadarço automático. Peças daquela oferta inaugural que foram vendidas por cerca de US$ 900 agora pode render até US$ 3.000 em sites de revenda de tênis como EstoqueX.

A coleção Dunk Genesis “foi um grande sucesso”, diz Steven Vasilev, cofundador do estúdio NFT RTFKT (pronuncia-se “Artifact”), que foi comprado pela Nike em dezembro de 2021. “Mesmo que o mercado ainda esteja em baixa, nossos produtos são ainda trazendo novas pessoas.

Os tokens não fungíveis são criados, comprados e vendidos em blockchains, como criptomoedas como bitcoin e éter. Mas embora os tokens de cada moeda sejam iguais, cada NFT é único e pode ser usado para recompensar os usuários com várias vantagens ou ser vinculado a objetos no mundo real. Eles também podem ser negociados em vários mercados secundários como o OpenSea.

O cenário do NFT mudou drasticamente nos dois anos desde que os tokens se tornaram parte da arte e da cultura pop convencionais. Há pouco mais de um ano, CryptoPunks, uma coleção de milhares de fotos pixeladas de cabeças e os símios de desenhos animados do Bored Ape Yacht Club, conquistaram preços multimilionários em leilão. Agora, os mais caros raramente são negociados por mais de US$ 100.000. NFTs vendidos por mais de US$ 10 milhões desapareceram no ano passado e empresas nascidas de coleções de NFT, como Rektguy e Yuga Labs, fornecedora de Bored Apes, estão lutando para desviar seus modelos de negócios de pagamentos de royalties gerado pelas vendas secundárias. O mercado geral encolheu para US$ 9,5 bilhões em receita no ano passado, de US$ 26,7 bilhões em 2022, de acordo com CriptoSlam. Emergindo do rescaldo da mania dos NFT estão grandes empresas que estão adotando os tokens como um dispositivo de marketing de ponta, ajudando-os a se aproximar dos clientes existentes e atrair novos.

Para onde NFTs

As vendas de tokens não fungíveis atingiram o pico em 2022, quando as imagens digitais inscritas em blockchains estavam no centro da cultura pop. Dois anos depois, as vendas estão definhando.

“Onde a Nike atende atletas, nós atendemos criadores”, diz Vasilev, que é membro da Forbes 2023 30 Menos de 30 Varejo e Comércio Eletrônico lista. “Não gostamos da palavra NFT”, acrescenta, “acreditamos que é muito técnico e confunde muitos clientes. Por isso, preferimos chamá-los de ‘colecionáveis ​​digitais’.”

Sempresas mais próximas como A Nike está na vanguarda da segunda vinda dos NFTs, mas não está sozinha.

Embora ainda esteja muito longe de obter receitas ou lucros significativos, a América Corporativa está encontrando maneiras úteis de empregar os tokens exclusivos baseados em blockchain em seus arsenais de marketing.

Algumas empresas como a Nike estão incorporando NFTs em seus produtos, trazendo imagens virtuais para a realidade física. A gigante dos cartões de crédito Mastercard, por exemplo, fez parceria com o crypto neobank Hi para permitir que os usuários de NFT exibissem seus próprios NFTs nos cartões plásticos de suas carteiras.

Os designs dos cartões e os cartões que você usa para pagamento refletem quem você é”, diz Christian Rau, chefe das operações de criptografia e fintech da Mastercard na Europa quando a parceria foi lançada em outubro de 2022. A arte digital em um cartão de crédito “basicamente permite que os consumidores exibir uma manifestação física de um NFT com o qual eles realmente se importam.”

Além da marca física, outros incluíram elementos blockchain nas estratégias de marketing existentes. A Coca-Cola adicionou NFTs à sua campanha publicitária global Masterpiece em junho, na qual as icônicas garrafas vermelhas e pretas da empresa foram distribuídas por versões animadas de obras de arte conhecidas como “The Scream” de Edvard Munch e “Bedroom in” de Vincent Van Gogh. Arles.” Em agosto, a empresa lançou uma série de obras de arte digitais no blockchain Base da Coinbase que colocavam combinações de pinturas famosas e obras contemporâneas em suas garrafas de refrigerante em uma série de imagens digitais vinculadas a NFTs. Coca-Cola’s derrubar arrecadou US$ 543.000 com a venda de 80.000 tokens.

A tática virtual explora os mercados existentes de superfãs da Coca-Cola e colecionadores de embalagens vintage, alguns dos quais estão dispostos a gastar até US$ 4.000 em leilão para as garrafas mais raras. Os NFTs da Coca-Cola, em comparação, permitiram aos colecionadores a chance de comprar US$ 25 em éter para coletar na época da venda de agosto de 2023.

Existem também empresas que estão usando NFTs para dar nova vida aos seus programas de fidelidade. A Starbucks, por exemplo, lançou uma versão de teste de seu programa de fidelidade Odyssey em dezembro de 2022, dando a um grupo seleto de usuários acesso a jogos online e missões que geram recompensas NFT. Os tokens oferecem aos titulares programas exclusivos, incluindo bônus de estrelas Starbucks (pontos de fidelidade da empresa), acesso a bebidas especiais, aulas on-line de preparação de coquetéis e férias.

As recompensas já estão chegando para os membros existentes do Odyssey. Os 20 maiores detentores de pontos em janeiro de 2024 serão convidados a fazer uma viagem com todas as despesas pagas à Costa Rica, onde a Starbucks possui sua única fazenda de café, de acordo com uma postagem no X do executivo da Odyssey Steve Kaczynski.

A Lufthansa da Alemanha adotou uma abordagem semelhante em relação à fidelidade, entregando NFTs comemorativos para determinadas viagens ou destinos aos usuários da plataforma Uptrip da companhia aérea, agindo como selos digitais para as carteiras digitais dos passageiros. O serviço cria NFTs no blockchain Polygon que podem ser resgatado para WiFi gratuito durante o voo, acesso a salas VIP de aeroportos e milhas aéreas.

Tecnicamente, este tipo de programa de fidelidade não precisa depender da tecnologia blockchain para funcionar, mas usá-la poderia tornar o processo mais barato, além de dar aos clientes da Lufthansa a impressão de que a empresa adota a tecnologia mais recente. “As empresas podem ter muitas ferramentas de um programa de fidelidade sem precisar construir tanta infraestrutura”, diz Paul Brody, líder global de blockchain da consultoria Ernst & Young.

Como o objetivo desses itens colecionáveis ​​é, em grande parte, manter os usuários fiéis à empresa emissora, a negociação é desencorajada, então você não verá muitos desses NFTs acumulando volume em mercados como OpenSea e Blur.

Ainda assim, diz Brody, “pode acabar sendo uma ótima publicidade… Sua carteira blockchain vai se tornar um pouco como sua estante de troféus pública”.

O maior obstáculo que as empresas podem enfrentar no marketing – e na expansão de seus mercados – usando NFTs pode vir da natureza dos ativos criptográficos. Obter NFTs geralmente inclui adicionar extensões de navegador, obter uma carteira criptografada, criar senhas longas e fazer transações em moedas digitais como o éter, o que pode ser assustador para os não iniciados.

Essa é parte da razão pela qual Vasilev, da Nike, evita o termo NFT. É também por isso que a RTFKT adicionou uma opção para comprar primeiro o tênis físico (sem o NFT) usando opções tradicionais de pagamento com cartão de crédito em vez de criptografia. Fazer isso no lançamento do Dunk Genesis trouxe novos clientes, diz Vasilev, já que 93% dos compradores que compraram os tênis físicos antes dos NFTs eram clientes pela primeira vez dos produtos RTFKT. “Achamos que esta é uma excelente maneira de integrar novas pessoas”, acrescenta.

Sempresas mais próximas podem representam o casamento perfeito entre a tecnologia NFT e o marketing de marca, especialmente porque as principais marcas já cultivam jovens compradores por meio de um mercado ativo de colecionáveis. Seguindo a Nike, Adidas e Puma estão lançando suas próprias coleções compatíveis com blockchain.

A gigante alemã de roupas esportivas Adidas adotou uma abordagem combinada física e digital para o uso de NFTs. Em agosto, a empresa fez parceria com a marca japonesa de streetwear BAPE para lançar uma edição limitada de 100 pares de tênis brancos virtuais que poderiam ser usados ​​para comprar o equivalente físico. Em parceria com a MoonPay, plataforma de pagamento criptografado, os usuários dão lances nos 100 itens por 72 horas, antes de retirar seu par digital. Cada NFT era negociável, mas também poderia ser trocado por tênis Forum Low 84 da Adidas em um padrão de cor Triple White exclusivo para titulares dispostos a queimar ou destruir o NFT. O lance mais alto por um único par de tênis foi de quase US$ 4 mil, de acordo com Eterscan.

A maior parte dos NFT da Adidas explorações permaneceram dentro das paredes virtuais do metaverso, liberando produtos em plataformas de jogos e participando de Semana de Moda do Metaverso em 2023.

A Puma adaptou estratégias utilizadas por ambos os seus rivais. Depois de experimentar tênis feitos sob encomenda para versões físicas de uma coleção NFT lançada no início de 2022, ela se concentrou na primeira venda de tokens que poderiam ser trocados por uma versão de edições limitadas de um tênis de corrida existente chamado Fast-RB. Por enquanto, porém, ela está se concentrando no uso do Puma Pass, um token que dá aos usuários acesso antecipado a mais coleções NFT e em wearables digitais para serem usados ​​em plataformas de jogos.

“Apenas criar uma coleção de fotos de perfil ou um programa de fidelidade já é uma tarefa fácil”, diz Ivan Dashkov, chefe de tecnologias emergentes da Puma, que vê a criatividade como a chave para o sucesso do blockchain. “Você realmente precisa pensar em maneiras novas e inovadoras de usar [blockchain] tecnologia para alcançar, para interagir com seu cliente.

O uso de NFTs como ferramenta de marketing ainda está engatinhando. Quase nenhum programa de marketing corporativo existente tomou medidas para implementar programas NFT permanentes, diz Brody.

A ênfase está na experimentação e no uso do consumidor e, à medida que a negociação em mercados outrora escaldantes como o OpenSea continua a definhar, ninguém está falando sobre o mercado secundário para NFTs.

Diz Brody: “Estamos caminhando para um futuro que será cada vez mais NFTs como lembranças e troféus públicos, e não como ativos financeiros transferíveis”.


ForbesComo Vivek Ramaswamy ficou mais rico enquanto injetava milhões em uma campanha presidencial fracassadaBy ByteDance, proprietário da ForbesTikTok, lançou silenciosamente 4 aplicativos generativos de IA desenvolvidos pelo GPTBy da OpenAI ForbesSundown: Apesar de não pagar US$ 300 milhões em empréstimos, esta empresa solar residencial ainda vale US$ 630 milhões – por enquanto ForbesComo uma empresa de chips em dificuldades se beneficiou das ambições de IA dos investidores do Oriente MédioBy ForbesO bilionário da concessionária de automóveis que ninguém conheceBy


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