Erika Wykes-Sneyd (Adidas): "Web3 embodies a profound cultural change".
Thanks to several collaborations, Adidas has become one of the most active brands in Web3. We talked about this with the person who has been driving this strategy internally since 2021.
The Big Whale: You're the one who brought Adidas into Web3. Why was this so important?
Erika Wykes-Sneyd: Web3 represents a profound cultural change, it transforms the way we create and own things. What we call Web1 initiated this change. Web3 does the same thing by adding digital property. It's an additional level.
All this new technological environment with cryptos, NFTs and the metaverse will enable a renaissance in creation, in creativity. We are at the very beginning of a new cultural movement. We're already seeing avatars arriving, collections, all these new communities developing. 🌍
Why is it essential for Adidas to be on Web3?
For almost 75 years (Adidas was founded in 1949, ed. note), Adidas has been a pioneer in sport, innovation, design and creative freedom. Web3 is a new tool for creativity that gives power back to individuals and communities, so it's only natural that Adidas is part of this movement.
Today, Adidas is the most iconic sportswear brand on the planet. We want to keep innovating, and that means co-creating with the disruptors of Web3. It's in our DNA.