This article was updated on December 17, 2021

If you're getting metaverse and NFT fatigue, you better buckle up for the long haul, as Bored Ape Yacht Club's forthcoming adidas collaboration shows we've barely scratched the surface of what's to come.

All this talk of Meta(verses), NFTs, and Cryptocurrency can be a lot to try and get your head around for the not-so-tech-savvy (i.e. me).

Somehow, it feels like our peers' tech-pertise is aging us, as they invest more and more time and money into NFTs and preparing for the shift into web3.

These changes, though seemingly sudden, have been a slow but constant evolution that is shifting the boundary between the physical and digital aka "phygital" world.

There's no ignoring it – the Staples Center is set to become the Arena, Fortnite are the new staging ground for luxury fashion, Meta is wooing Balenciaga, Gucci has an Xbox, and Roblox is hosting fashion awards.

While plenty of us are still in denial or are attempting to disillusion ourselves with the transition as it unfolds, adidas is taking steps to dive in, announcing a collaboration with Bored Ape Yacht Club.

If you've been on Twitter at all, you'll be familiar with the BAYC characters.

These NFTs of stylized monkey faces have taken the world by storm, heralded as the Supreme of the metaverse – a scale of influence clearly being recognized by the industry's biggest players.

The Three Stripes' plan seems to be multifaceted in its approach to the web3 shift.

Recently it announced that it's partnering with the cryptocurrency exchange platform, Coinbase to snap up land in the Sandbox, eventually announcing a forthcoming collection of adidas NFTs.

Similarly, Nike has purchased land in Roblox to create a digital "NikeLand" and filed for digital patents that cover its IRL logos and sneakers.

Though many will continue to dismiss the scale of change coming, brands of all sizes are clearly buckling down to get in ahead of the curve.

Heck, even Apple knows that the iPhone will be obsolete eventually.

What To Read Next

  • Image on Highsnobiety

    Gucci Names Sabato De Sarno as New Creative Director

  • Image on Highsnobiety

    A Priest Says He Heard Rihanna Playing in Hell

  • Image on Highsnobiety

    Is Tiffany & Co. Blinging Out Nike's Air Force 1?!

  • Image on Highsnobiety

    Lacoste & ASICS Took Over COMME des GARÇONS Shirt FW23

  • Image on Highsnobiety

    Kiko Kostadinov & Marc Jacob's Heaven Are Up to Something

  • Image on Highsnobiety

    Tracking Ben Affleck's Unexpected Sneakerhead Journey

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.