{"id":17318,"date":"2022-10-13T10:10:47","date_gmt":"2022-10-13T10:10:47","guid":{"rendered":"https:\/\/what.digital\/?p=17318"},"modified":"2026-04-03T08:47:39","modified_gmt":"2026-04-03T08:47:39","slug":"web2-to-web3-transformation-brand-activation","status":"publish","type":"post","link":"https:\/\/what.digital\/web2-to-web3-transformation-brand-activation\/","title":{"rendered":"Web2 to Web3 Transformation & Brand Activation"},"content":{"rendered":"

With the era of Web3 approaching, we are seeing large enterprises test the waters by exploring potential use cases for their customers (e.g. reward-based ecosystems). We take a closer look at what they have created in the Web3 space and how they are looking to expand their work further. To start off, we must understand the importance of Web3 and what it offers enterprises, individuals, and its impacts on the future of the internet.<\/p>\n\n\n\n

Why is Web3 important?<\/h2>\n\n\n\n

Web3 introduced a layer of ownership that enables value sharing. New models of monetization appeared that take advantage of existing platforms, websites, and applications and connecting them to blockchains. This makes it easer to incentivise people to create and share content by enabling a way for users to support the content creators by funding them and donating to them using cryptocurrency.<\/p>\n\n\n\n

Web3 doesn\u2019t stop there, with the innovations in the crypto industry and the creation of Non-Fungible Tokens (NFTs) along with different use-cases for the Metaverse, Web3 has expanded to also allow companies, individuals, and enterprises to use innovative ways to reward their customer base using these tools. Part of the Web3 transformation when it comes to the usage of NFTs is marketing NFTs<\/a> through influencers opening up cross-partnerships and more visibility to the brand.<\/p>\n\n\n\n

Case studies of Web3 Enterprises Ventures<\/h2>\n\n\n\n

Adidas<\/h3>\n\n\n\n

Web3 has no limits, thus proving to be an open field that enterprises can explore in all directions. Adidas activated their brand in the Web3 space through NFTs and Metaverse, introducing their collection of \u201cInto the Metaverse (Phase 1 & 2)\u201d<\/a>. Their NFT collection of 30,000 NFTs represents the brand’s willingness to explore innovation and reward holders of the NFT’s unique custom-made physical outfits, shoes, and accessories. Moreover, Adidas efforts didn\u2019t stop here, with the recent success of the first NFT collection \u201cInto the Metaverse\u201d, Adidas is now looking to drop a new collection \u201cAdidas Originals: Capsule Collection\u201d exploring more utilities provided by the NFTs & Metaverse.<\/p>\n\n\n\n

Adidas managed to raise over $22 million from the initial NFT drop<\/a>, they also added a 10% royalty on all the secondary market sales making this NFT drop a sustainable revenue model that is added to Adidas balance sheet. With the 10% royalty they have made over 4k+ ETH which is equivalent to $6+ million as per the price of ETH today. Granted this amount of money is small for a company at this scale, however, it is a successful proof-of-concept that others can learn from and implement onto their brands.<\/p>\n\n\n

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