Sportswear brand Reebok has announced its collaboration with cryptocurrency startup Futureverse, entering the field of metaverse and digital fashion. This partnership, based on artificial intelligence (AI) and blockchain technology, promises to provide a unique gaming experience and change the approach to fashion in the digital world.

The collaboration between Reebok and Futureverse represents an important step to expand the brand's presence in the virtual space. The main goal of this partnership is not just to create digital versions of Reebok shoes, but to create an exciting gaming experience that will give this digital shoe a new meaning.

The first significant project of this collaboration will be Reebok Impact, which is scheduled to launch in the near future. It promises a "mind-blowing digital shoe experience" by combining artificial intelligence and digital wearable devices connected to the web. The main idea of Impact is to demonstrate that the meaning of life does not lie in the shoes you wear, but in the emotions and impressions you get from wearing these shoes.

Reebok CEO Todd Krinsky emphasizes that their partnership with Futureverse is aimed at breaking the traditional boundaries of innovation and involving consumers in the digital evolution of the brand's products.

Futureverse, which successfully raised $54 million in a Series A funding round in July, aims to create an "open metaverse." This represents the concept of a digital ecosystem that allows the free movement of digital assets such as NFT between different platforms.

The collaboration with Reebok, with a focus on digital footwear, represents a new direction for Futureverse. While other brands such as Nike have already introduced digital elements into their products and games, Reebok has not yet announced the release of physical sneakers associated with digital tokens. However, they have introduced a limited edition sneaker in collaboration with the NFT brand, VeeFriends, which will be available to VeeFriends token holders and then worldwide.

This strategic move by Reebok into the digital sphere highlights the growing trend among major shoe and fashion brands combining the physical and virtual worlds. As consumers become more active on digital platforms and in the metaverse, these brands are adapting to the changing preferences and needs of their audience.