The last three brands in order of time to focus on the metaverse are Adidas, Ralph Lauren and Zara. Adidas responds to Nike and directs the members of its ‘Confirmed’ app, dedicated to drops and exclusive content for the brand’s fanbase, to Poap (Proof of Attendance Protocol), a platform that event organizers can use to distribute cryptocurrencies to attendees . Ralph Lauren focuses on the digital landscape, presiding over the Roblox platform like Nike, offering a brand experience with a Christmas theme, available until January 3. In addition to luxury brands, fast fashion ones like Zara, which created the ‘Az Collection’ platform, are also focusing on the metaverse, created in collaboration with Ader Error, a Seoul-based fashion collective. The goal is to intercept the younger generations of consumers, who have grown up in a dimension suspended between real and virtual.
