50-year-old purveyor of high-street strength caffeine drinks, Costa Coffee, has taken its first step into the non-fungible world of NFTs. As such, they are partnering with footwear brand Artisan Lab to drop a collection of NFT-backed physical sneakers.
Through the initiative, the Italian design firm has created a set of 20 handmade sneakers. Each bespoke item is numbered and coffee-dyed using Costa’s famous ‘Mocha Italian Blend.’ The sneakers will be cemented for all eternity on the blockchain with an immutable NFT certificate of authentication.
Dubbed ‘The Drip 1’ this new coffee/Web3/fashion hybrid is launched to celebrate International Coffee Day. The new, highly-collectible items are only available via a competition hosted on the Costa TikTok channel. So, the time has arrived for those sitting at the apex of coffee, revolutionary tech, low-attention videos, and high fashion!
Costa’s exploration into the realm of Web3 comes after arch-rival Starbucks announced its NFT loyalty program. Essentially, it is looking to harness NFTs on the Polygon network to reward its regular customers. All the while allowing users to swap, gift, and trade their hard-earned coffee perks via an associated NFT marketplace.
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