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Asics Latest Collection Proves NFT Worthy

Asics’ latest shoe offering can’t be worn, but was made of some of the most hyped material right now.  

The Japan-based company, with Asics America Corp. headquarters in Irvine and Boston, released an NFT collection recently, underscoring just how popular the non-fungible token world has become for brands—and also marking it the first notable sportswear firm to wade into the new territory.

The company’s debut into the NFT world (one-of-a-kind digital assets backed by blockchain) totaled 189 pieces and is called the Sunrise Red Collection. The offering included digital images of nine styles, ranging from the Gel-Lyte III and Metaracer to flip-flops and sandals. Twenty NFTs for each style were produced. One Gold Edition of each shoe style was also created to round out the collection.

Asics’ NFTs don’t appear to be a one-off collection either.

The company said Sunrise “signals the start of a landmark new venture for Asics as it moves into the world of NFTs.”

The company’s more philanthropic in its use of the proceeds, erecting a Digital Goods Artist-in-Residence program, that will help it partner with digital artists for future NFT releases.

Asics Running Apps Head of Business Development Joe Pace, based in the company’s Boston office, reiterated that Sunrise is “only the beginning.”

“In coming together with some of the most creative and forward-thinking digital artists in the world through our new Artist-in-Residence program, our long-term vision is to push the boundaries of digital goods to inspire physical activity,” he noted. 

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