Adidas x Bored Ape Yacht Club: Into the Metaverse
Indigo Herz: Adidas purchased BAYC Ape #8774 and introduced it as the brand’s Web3 mascot, “Indigo Herz.” (adidas)
Four‑way collab: Adidas Originals teamed with Bored Ape Yacht Club, PUNKS Comic (Pixel Vault), and gmoney for its first major Web3 project.
Utility NFT: The Into the Metaverse NFT granted holders access to exclusive physical merch and virtual experiences throughout 2022.
Roadmap evolved: After the initial drops, the program progressed into ALTS by adidas (Phase 3) with avatar reveals and ongoing utility.
What happened
In December 2021, Adidas Originals entered NFTs with Into the Metaverse—a joint drop with BAYC, gmoney, and PUNKS Comic that blended digital collectibles, IRL apparel, and access to metaverse activations. Adidas’ official blog and newsroom describe a limited mint beginning December 17 and promise perks such as exclusive merchandise and experiences across 2022.
As part of the narrative, Adidas acquired BAYC #8774 and gave the character the name “Indigo Herz.” The newsroom profile and project copy highlight Indigo Herz as adidas’ own ape—featured in campaign art, lookbooks, and community posts. (adidas News)
Over time, Into the Metaverse expanded into a multi‑phase program. By 2023, holders were invited to burn earlier tokens into ALTS by adidas, leading to a collection of avatar‑style NFTs and a refreshed loyalty framework.
Why it matters
This collab marked one of the earliest major fashion entries into Web3 that prioritized utility—not just images. It fused brand storytelling (Indigo Herz), community partners (BAYC, gmoney, Pixel Vault), and token‑gated product to bridge collectors from Discord to physical wardrobes. That blueprint—NFT → merch access → evolving benefits—has since influenced how legacy brands treat digital ownership and loyalty. (adidas News)
What holders got (Phase 1 → Phase 2)
Claim windows for physical merch (capsule apparel) paired with digital benefits. (adidas, adidas News)
On‑chain progression toward later phases culminating in ALTS by adidas, with avatar art, traits, and ongoing events.
Key characters & icons
Indigo Herz (BAYC #8774): Adidas’ in‑universe ape—instantly recognizable and used across campaign imagery and later product stories. (adidas News)
gmoney: The orange‑beanie crypto pioneer consulted on education and mint guidance for Adidas’ community. (adidas)
PUNKS Comic (Pixel Vault): Expanded lore and visuals that connected crypto‑native storytelling to apparel launches. (adidas News)
Looking ahead
Adidas continues iterating on Web3 with ALTS and token‑gated capsules (e.g., Indigo Herz‑inspired footwear and apparel), signaling that large brands still see digital identity + physical product as a long‑term lane—not a fad. (adidas Collect)
Gallery notes (above)
Campaign lifestyle & Indigo Herz art from the Indigo Herz‑era product storytelling. 2) Indigo Herz character close‑up used widely in Adidas Originals Web3 materials. 3) NMD_R1 product shot from the Indigo Herz pack era. 4) Forum Low on‑foot image aligned to the Into the Metaverse theme. (Images reflect the broader Indigo Herz / ITM product storytelling across outlets.)
Sources & further reading
Adidas blog (Jan 2022): Into the Metaverse: Let’s go — collab partners, Dec 17 mint, and 2022 utility. (adidas)
Adidas Newsroom (Dec 2021): INTO THE METAVERSE: HOW WE GOT HERE AND WHERE WE ARE HEADED — background, Indigo Herz intro, and utility outline. (adidas News)
Adidas Collect / ALTS: Phase‑3 “BURN INTO YOUR ALT” and avatar reveal materials. (adidas Collect)
Inverse (Nov–Dec 2021): Early reporting on the four‑way collab and launch details. (Inverse)
