Gap is dipping its toe in the metaverse with the drop of a new series of collectible NFTs.
The non-fungible tokens were created in collaboration with Brandon Sines, the artist behind Frank Ape.
“We are always exploring new ways to engage with new and existing customers,” a Gap spokesperson told Brand Innovators. “NFTs provide a way for us to connect with both customers and artists that align with our values and brands. We are constantly evaluating opportunities to engage with platform partnerships that align with our values and provide a way for our customers to express themselves.”
The collection promotes Gap Threads through a series of limited edition drops – 1000 NFTs are available for 48 hours. The digital art features a Gap hoodie. Fans that purchase each NFT will have the exclusive opportunity to buy a limited edition real world hoodie.
“Gap Inc. is exploring new ways to bring our brands and iconic products to new and existing customers in a rapidly evolving digital ecosystem,” said the spokesperson. “For this global launch, the brand is introducing a gamified digital experience celebrating creatives and giving customers the unique opportunity to own a limited-edition, collectible Gap hoodie.”
Gap’s NFT program is built on the energy-efficient blockchain Tezos. The brand confirmed plans to test new NFT drops through this platform.
“We are excited to learn from our customers to help guide any future plans and we see an exciting opportunity to deepen our relationship with current customers and attract new ones. We also see a great opportunity to partner with and amplify artists on our platforms,” the spokesperson continued.
“We are testing and learning in the NFT space and are excited to enable customers another digital way of engaging with our iconic brands. Additional digital experiences are planned in the future, developed in partnership with culture shapers.”
