Fashion titan Lacoste has unveiled an exciting digital engagement where aficionados can partake in collective challenges to earn rewards.
As the digital tide surges, industry trailblazers are scrambling to make indelible imprints, reinventing the interplay between fervent enthusiasts and acclaimed brands. The esteemed Parisian fashion dynamo, Lacoste, is one such pioneer, breathing new life into its iconic digital crocodiles in an immersive gaming voyage termed ‘The Mission’. With this digital transformation, Lacoste is poised to cause a stir worldwide.
The inaugural season of The Mission, set to span from June 29 to Dec. 2023, includes various phases each hosting distinct missions. Participants accumulate points by completing missions, thereby boosting their position on the leaderboards and enhancing the scarcity of their UNDW3 cards. Increased rarity equates to improved rewards, functionality, and asset worth for the players. The leading participants are rewarded with digital vouchers, and the top-ranked player by the season’s end will earn a fully-covered Lacoste VIP experience in Paris.
In June 2022, Lacoste enthusiasts delved into the Web3 realm when the fashion juggernaut launched its distinctive digital asset array dubbed UNDW3 (pronounced “underwater”). The UNDW3 collection, comprising 11,212 Genesis Pass NFTs, served as digital “golden tickets,” drawing loyal patrons closer to the legendary brand in Web3, a community-centric phase in the internet’s evolution.
Web3 Digital Innovation with Lacoste
Post the successful reception of the UNDW3 array, Lacoste is now focused on pioneering the notion of dynamic NFTs in the fashion sphere. This evolution transforms Genesis Pass NFTs into UNDW3 Cards, ushering in a unique Web3 gaming journey. Commencing on June 29, the UNDW3 community can embark on a participative adventure in The Mission, solving challenges to unlock exclusive benefits.
UNDW3 card holders gain access to The Mission website, acting as Lacoste’s portal to the Web3 cosmos. Here, users can choose and set off on quests engaging with the community via UNDW3 social platforms. Lacoste introduced a ranking system for the community to monitor each player’s Web3 activities.
Lacoste’s Continued Investment in Digital Innovations with Dynamic NFTs
Regarding their innovative approach in Web3, Lacoste shared its belief that dynamic NFTs are the brand’s vision come to life:
“We ardently believe that the future of brand loyalty transcends beyond mere transactional engagements. The UNDW3 card commemorates a more encompassing spectrum of brand interaction, which includes creativity, dialogue, and gaming.”
The introduction of NFTs has incited a wave of novelty and growth in the fashion industry. Utilizing digital assets to offer real-world perks to holders, brands can now transform customers into community members. With the debut of UNDW3 cards, the French fashion stalwart aims to steer the transformation in brand experience and loyalty schemes by rewarding community members who partake in co-creation initiatives, gaming experiences, and Lacoste-centric dialogues.
Users can join The Mission by visiting the official UNDW3 website and Discord.
The Fusion of Fashion and Technology
The intersection of fashion and technology is an exciting development that has gained momentum in recent years, especially with the advent of blockchain technology and non-fungible tokens (NFTs). Companies like Lacoste are leading the way in this innovative approach, using NFTs not just as a means of financial transaction, but as a way to engage consumers and build community.
This move could potentially revolutionize the fashion industry, shifting the focus from traditional consumerism to a more inclusive, participatory, and interactive model. With blockchain technology providing the framework for these new types of consumer engagement, the possibilities for the future of fashion are wide-ranging and ripe for exploration.
Moreover, as we continue to navigate the digital age, these initiatives from brands like Lacoste may become the norm rather than the exception. It also demonstrates the potential of technology not just in the realm of finance or information technology, but in various industries such as fashion, proving that technology’s transformative power knows no bounds.