Streetwear x web3: Nike are paving the way for onboarding non-natives to web3
but do the masses get it yet? I'm not sure.
Welcome to the SW3 newsletter, where I explore the world in which web3, AI, sneakers + streetwear collide.
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Want to catch up on previous posts?
MLLN - Where 3D Printing, Blockchain, and Footwear Collide
RTFKT + Nike tease a sneaker and the internet is NOT gassed
5 real-life use cases for web3 in streetwear
So let’s get into this week’s chat…
Nike’s .SWOOSH are dropping their much anticipated OF1 (Our Force 1) NFT collection on the 15th May.
This week's main story is all about Nike's '.SWOOSH' and the airdrop of the Our Force 1 (OF1) poster NFT, which, let's be honest, has left many of us scratching our heads. They’ve called it the ‘mint pass’, so what the heck is does that mean, and why should we care? More importantly, should we cop when the digital collection drops next week?
So the OF1 Poster: First things first. This virtual poster was airdropped to a select group of .SWOOSH members, and it's not just a digital decoration for your virtual crib. It actually gives you first dibs, or what they call a ‘mint pass’ on buying an OF1 Box on the 15th May.
What’s the OF1 box?
So, here's the deal. If you joined .SWOOSH a while back and managed to snag one of those elusive OF1 posters, you're in for a treat. You get early access on May 15th to redeem your poster and mint (purchase) a digital collectible priced at £19.82. The public get access a day or two later.
Jasmine Gao, Nike's Senior Product Manager, likens this process of trading in your poster and purchasing a digital collectible to ‘getting a ticket stub as a memento from a concert’.
After the minting process, a few days later you can 'open' your OF1 box to see what unique design you got, and then access a gallery to check out what everyone else got. The marketplace will also open up, allowing you to collect more designs or potentially trade yours on.
In the future, holding one of these minted digital collectibles will potentially grant you some sweet benefits, like early access to exclusive events, physical products, or experiences.
I was airdropped a poster, and I’m going to redeem mine for a box during early access on the 15th, mainly because it's cheap and I'm curious to see how this whole NFT thing pans out on a larger scale.
Now here’s what caught my attention about OF1.
I recently had a poster airdropped to me, and to be honest, I didn't pay it much mind. However, a few days ago, I stumbled upon a video where Jasmine Gao, the Swoosh product manager, broke down the whole process. That's when it hit me – this was the first time I'd seen a major brand making a genuine effort to bring new users into the world of web3. Jasmine's approach was relatable, welcoming, and didn't assume everyone was already well-versed in NFTs or web3 jargon.
This communication style is a game-changer for the long-term growth of the web3 community, as it focuses on making the space more accessible to everyday folks who aren't tech experts. Up until now, the vibe has felt more like an exclusive boys' club, but this shift has the potential to welcome a broader audience to the web3 world.
Here’s her explanation, what do you think? (click to play on twitter)
There's a fascinating tale brewing about how .SWOOSH is leading the charge to bring in non-web3 peeps through captivating storytelling and down-to-earth learning. This could be huge!
Nike knows that web3 can be confusing (no kidding!), so they've taken it upon themselves to educate the masses. They've got their Senior Product Manager, Jasmine Gao, on Instagram Reels, doing her best to break down the concept for us mere mortals. They’ve made easy to understand graphics. They've even got a 'learn' section on the .SWOOSH website for anyone who wants to dive deeper.
But, Uh... What? Despite Nike's valiant efforts, there are still plenty of people on Instagram who seem lost when it comes to understanding web3. These were the comments under Jasmine’s explanation video.
Maybe we still have a way to go.
So, how long will it take for this stuff to go mainstream, and what needs to happen for that to occur?
It's kinda hard to nail down a precise timeline for web3 to hit the mainstream big time, but it's definitely picking up steam. To make that leap, we need more user-friendly platforms, easy-peasy explanations, and big dogs like Nike stepping up and pushing web3 to the masses. The more peeps get comfy with web3 ideas and its perks, the quicker we’ll see it go mainstream.
So, what's the bottom line? Nike's OF1 NFT drop doesn't just show off their web3 fashion chops, but also proves they're all about helping everyone get the hang of this tech. They offer easy-peasy explanations and analogies, plus a handy 'Learn' section on their website. Nike's paving the way for web3 to be part of our everyday lives. As digital and physical worlds keep meshing together, it's pretty cool to see big brands like Nike stepping up to teach and engage their peeps in this ever-changing digital world.
Have you seen anyone else try to onboard new users to web3 in this way? I’d love to hear your thoughts in the comments!
Also happening this week in SW3…
In other news…
I did this by accident this week and had to walk around the whole day like that. Kill me now.
That’s it for this week, keep your eyes peeled for next week’s newsletter.
Heard of some cool stuff happening I should cover? Drop me a line - yo@sarahakwisombe.com