Introduction: Sneakers, NFTs, and Chaos

A household name in the global fashion industry, Adidas has ventured into the exhilarating world of Web3 and NFTs, aiming to leverage the ever-evolving landscape of digital commerce. However, its recent initiative, ‘ALTS by Adidas’, which went into its next chapter a few weeks ago, has been mired in controversy and disappointment. The underwhelming reception of the project, underscored by the unfortunate event that unfolded during their recent ‘SPECIAL’ event, paints a bleak picture of the current state of Adidas’ Web3 ventures. Let’s take a look at this Adidas ALTS article in more detail.

ALTS by Adidas: An Overview

Adidas had set out to pioneer an interactive experience that allowed NFT holders to burn their tokens for an ALT character and use coins to collect traits from a virtual vending machine. Despite the seeming allure of the gamified approach, user engagement was less than expected. This low participation is evident from the over 40,000 coins available for the vending machine, as shown on OpenSea.

The ‘SPECIAL’ Disaster: An Event Marred by Failure

During a ‘SPECIAL’ event aimed at enabling users to secure special traits, the chaos that ensued was both comic and tragic. The process involved solving a quest and entering a code, ‘404’—humorously corresponding to web error messages. However, the event’s name, ‘ERROR EYES’, ended up being an eerie foreshadowing of what was to follow: server crashes, leading to a 404-like loading screen, and ensuing chaos.

Customer Backlash: A Discordant Note

The botched event led to a deluge of negative comments in the Discord ‘HOLDER Chat’. The Adidas Web3 Team’s responses—”we talk to the devs” and “normally not all Traits are yet claimed”—did little to assuage the upset community. Repeated technical failures and unprofessional responses have led to a steep decline in customer faith, with some even arguing that the Adidas Web3 venture is damaging the reputation of Adidas itself.

Management Woes: Calls for Greater Oversight

The recurring technical glitches and unimpressive execution have raised questions about Adidas’ Web3 management team. This controversy and the recent poorly received offline event in Berlin are stark reminders of the need for the brand’s management to intervene and address these glaring issues.

Tech Stack Challenges: The Failure to Adapt

Technical issues were not limited to server crashes. Adidas’ failure to update to Wallet Connect Version 2.0, the inability to connect to MetaMask on mobile, and unfair circumstances for holders based on the tech stack used further fuelled the community’s frustration. In an era where accessibility and inclusivity are pivotal, such failures stand out sorely.

The point of contention was the lack of an update to Wallet Connect Version 2.0. This oversight created an unjust environment where mobile users couldn’t choose Metamask, disabling a crucial connection. Additionally, some desktop users were greeted with screens devoid of Metamask, adding to the brewing storm of discontent.

The UX Debacle: Uninspired Design

The uninspiring UX design also added to the disappointment. With identical preview images for different traits and the sole distinction being the color of the Adidas logo, the lack of creativity is palpable. The “Checking 404 Box” and the “Unexpected error” were met with criticism from the community, leading to a call for a major overhaul in design thinking.

The user experience, a critical element of any digital product, was disappointingly subpar in this case. A lack of creative variety in the preview pictures and constant ‘Checking 404 Box’ or ‘Unexpected error’ messages further fuelled the community’s frustration.

Amid the chaos, a new meme was born – the three loading lines, a symbol of the stagnant state of affairs. As the community joked about this new emblem of frustration, the underlying sentiment was clear – Adidas’ foray into the Web3 world was off to a shaky start.

Adidas, as an established and globally recognized brand, has the crucial responsibility of maintaining a consistently high standard across all its ventures – whether it’s the creation of high-quality sportswear or the exploration of innovative realms like Web3. This is a critical juncture where the brand’s leadership needs to intervene, thoroughly reviewing their Web3 unit, including the performance of their freelancers and employees. 

In a dynamic and rapidly-evolving field such as Web3, inaction can lead to serious and long-term damage to the brand’s reputation. This point is further emphasized by the recent offline event in Berlin which, unfortunately, was a brand experience that fell short of Adidas’ legacy of excellence. It’s now more important than ever to revisit past errors, as we highlighted in our previous article, to prevent them from seeping into future endeavors.

Conclusion: Lessons to be Learned

Adidas’ venture into the Web3 domain was no doubt a bold move. However, the execution and the subsequent handling of the ALTS initiative have been far from perfect. With an already frustrated community and a damaged reputation, the brand now faces a steep uphill climb to regain trust. This story serves as a reminder that brand value and customer loyalty cannot be taken for granted, especially in a field as fast-paced and demanding as the digital landscape.

Introduction: Sneakers, NFTs, and Chaos

A household name in the global fashion industry, Adidas has ventured into the exhilarating world of Web3 and NFTs, aiming to leverage the ever-evolving landscape of digital commerce. However, its recent initiative, ‘ALTS by Adidas’, which went into its next chapter a few weeks ago, has been mired in controversy and disappointment. The underwhelming reception of the project, underscored by the unfortunate event that unfolded during their recent ‘SPECIAL’ event, paints a bleak picture of the current state of Adidas’ Web3 ventures. Let’s take a look at this Adidas ALTS article in more detail.

ALTS by Adidas: An Overview

Adidas had set out to pioneer an interactive experience that allowed NFT holders to burn their tokens for an ALT character and use coins to collect traits from a virtual vending machine. Despite the seeming allure of the gamified approach, user engagement was less than expected. This low participation is evident from the over 40,000 coins available for the vending machine, as shown on OpenSea.

The ‘SPECIAL’ Disaster: An Event Marred by Failure

During a ‘SPECIAL’ event aimed at enabling users to secure special traits, the chaos that ensued was both comic and tragic. The process involved solving a quest and entering a code, ‘404’—humorously corresponding to web error messages. However, the event’s name, ‘ERROR EYES’, ended up being an eerie foreshadowing of what was to follow: server crashes, leading to a 404-like loading screen, and ensuing chaos.

Customer Backlash: A Discordant Note

The botched event led to a deluge of negative comments in the Discord ‘HOLDER Chat’. The Adidas Web3 Team’s responses—”we talk to the devs” and “normally not all Traits are yet claimed”—did little to assuage the upset community. Repeated technical failures and unprofessional responses have led to a steep decline in customer faith, with some even arguing that the Adidas Web3 venture is damaging the reputation of Adidas itself.

Management Woes: Calls for Greater Oversight

The recurring technical glitches and unimpressive execution have raised questions about Adidas’ Web3 management team. This controversy and the recent poorly received offline event in Berlin are stark reminders of the need for the brand’s management to intervene and address these glaring issues.

Tech Stack Challenges: The Failure to Adapt

Technical issues were not limited to server crashes. Adidas’ failure to update to Wallet Connect Version 2.0, the inability to connect to MetaMask on mobile, and unfair circumstances for holders based on the tech stack used further fuelled the community’s frustration. In an era where accessibility and inclusivity are pivotal, such failures stand out sorely.

The point of contention was the lack of an update to Wallet Connect Version 2.0. This oversight created an unjust environment where mobile users couldn’t choose Metamask, disabling a crucial connection. Additionally, some desktop users were greeted with screens devoid of Metamask, adding to the brewing storm of discontent.

The UX Debacle: Uninspired Design

The uninspiring UX design also added to the disappointment. With identical preview images for different traits and the sole distinction being the color of the Adidas logo, the lack of creativity is palpable. The “Checking 404 Box” and the “Unexpected error” were met with criticism from the community, leading to a call for a major overhaul in design thinking.

The user experience, a critical element of any digital product, was disappointingly subpar in this case. A lack of creative variety in the preview pictures and constant ‘Checking 404 Box’ or ‘Unexpected error’ messages further fuelled the community’s frustration.

Amid the chaos, a new meme was born – the three loading lines, a symbol of the stagnant state of affairs. As the community joked about this new emblem of frustration, the underlying sentiment was clear – Adidas’ foray into the Web3 world was off to a shaky start.

Adidas, as an established and globally recognized brand, has the crucial responsibility of maintaining a consistently high standard across all its ventures – whether it’s the creation of high-quality sportswear or the exploration of innovative realms like Web3. This is a critical juncture where the brand’s leadership needs to intervene, thoroughly reviewing their Web3 unit, including the performance of their freelancers and employees. 

In a dynamic and rapidly-evolving field such as Web3, inaction can lead to serious and long-term damage to the brand’s reputation. This point is further emphasized by the recent offline event in Berlin which, unfortunately, was a brand experience that fell short of Adidas’ legacy of excellence. It’s now more important than ever to revisit past errors, as we highlighted in our previous article, to prevent them from seeping into future endeavors.

Conclusion: Lessons to be Learned

Adidas’ venture into the Web3 domain was no doubt a bold move. However, the execution and the subsequent handling of the ALTS initiative have been far from perfect. With an already frustrated community and a damaged reputation, the brand now faces a steep uphill climb to regain trust. This story serves as a reminder that brand value and customer loyalty cannot be taken for granted, especially in a field as fast-paced and demanding as the digital landscape.