Yesterday I received this e-mail from Louis Vuitton regarding their Treasure Trunk collection launch.

I’m honored to be considered for the limited collection of 201 NFTs, but I’ll have to pass on these $40k NFTs:

As more brands and projects are rolling out web3 efforts, we’re starting to see some interesting details emerge. Here are some examples of how the familiar is being blended in with the novel:

The big reveal for the Nike Our Force 1’s will be happening this Thursday. While Nike fans eagerly await the opportunity to reveal their boxes, the .SWOOSH Twitter account played the engagement game with some trivia.

The team started off with the ‘Digi Camo’, with 1,337 pairs available.

Why 1337? 1337 = Leet (short for elite), one of the common Internet slang terms back in the day.

Next up, the ‘Easter’ silhouette with 1,007 pairs.

Using the same Internet dialect, 1007 = Loot, the stuff inside Easter eggs 😋

There are only 6 pairs of the ‘Jewel’ colorway. Why is that?

Diamonds are made of Carbon, and the atomic number for Carbon is 6. Nike dropping some chemistry knowledge, nice ⚛️

In its simplest terms, this is a content play. However, I would argue that there’s more to it. With each of the trivia questions, there were 3 types of replies:

1. General commentary and response to the content

1. Actual responses to the trivia question

1. Showing fandom via ownership of the physical pairs. Some of the Our Force 1 designs are actual physical Air Force 1 designs that have been released in the past. For example, with the OF1 Easter and Jewel:

Using the ‘one-to-many’ content multiplier framework I introduced back when Dookey Dash launched, we can repurpose it into a ‘one-to-many’ reply multiplier.

These Easter eggs are different in nature than the educational Easter eggs like pricing the virtual sneakers at $19.82 a pop (the year the Air Force 1 was released).

However, these details are still effective as surprise and delight moments for the community, and continue to show that Nike understands the power of Internet culture and memes.

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Earlier today, adidas announced a collaboration with FEWOCiOUS, one of the brightest stars in the digital art scene.

FEWOCiOUS is known for his colorful and expressive artwork, and has sold over $50 million of work through digital art, physical art, and his NFT collection, FewoWorld.

This sold for $2.8 million

Oh ya…he’s only 20 years old.

The sneaker collab release is structured as follows:

• 4,500 Trefoil Flower mint passes will be available for purchase starting June 22nd

• There are 3 phases of allowlists

  • Tier 1: Holders of specific collections will be allowed to purchase 2 passes at 0.2 ETH each (~$350)

  • Tier 2: Holders of specific collections will be allowed to purchase 3 passes at 0.25 ETH each (~$435)

  • Tier 3: Holders of specific collections will be allowed to purchase 3 passes at 0.25 ETH each (~$435) 1 hour after tiers 1 and 2

• Mint passes will be redeemed in August

• Sneakers will be shipped in September

What’s interesting about the allowlist phases is we’re starting to see how adidas is implementing benefits for ALT[er] Egos.

Considering this partnership provides more perks (via discount) to the Soles and Decos holders, I imagine this is the first partnership of many more to come, with perks going to different Egos.

Last week, my buddy cryptomachia shared something his company Darkblock was working on: the Web3 Investor List.

This is a list of 6,000 web3 investors and their e-mails, a great resource if you’re a founder looking to raise your next round of funding. The twist?

The investor list is stored as an encrypted CSV file, which is attached to a Polygon NFT via the Darkblock protocol.

So how does it work?

• Purchase the NFT via crypto or fiat for 50 MATIC (~$32)

• If you engage with Darkblock’s social channels, you can get a refund on the purchase

• A portion of the investor list is updated every week for 4 weeks in June

• You can access the list via the Web3 Investors website, on Darkblock’s app, or on OpenSea using the Darkblock Chrome extension

This is a great example of what ‘token-bound’ content looks like. The content can be accessed multiple ways vs. a ‘token-gated’ to a single website.

This morning, DefiLlama, a web3 analytics platform, shared their new NFT earnings dashboard.

Always a fan of visualizing on-chain data, especially as a non-technical person. Take note that this is new, so the data might not be 100% accurate, especially the project logos 😂

See you Thursday!