In early June, each Genesis Cross NFT from Lacoste’s Genesis NFT assortment featured an similar design. However as a vogue firm, distinctive aesthetics matter, so their NFTs are getting an improve — one which goes far past appears. The Genesis Passes have now developed into the UNDW3 Card (pronounced “underwater” card), marking a shift within the model’s strategy to neighborhood engagement.
With the improve to UNDW3 Playing cards, holders (who seek advice from themselves as “crocodiles”) can change the rarity, worth, and look of their NFTs by means of interactive on-chain and off-chain actions. The extra holders take part, the extra options and utilities they unlock for his or her NFT. Lacoste is asking these actions “The Mission,” and the primary season is already underway.
Let’s dig into how Lacoste received thus far, the place they see their NFT assortment going, and how one can develop into a crocodile your self.
Historical past of the Genesis Passes
By no means straying from its tenacious namesake, the enduring French vogue model launched its Genesis Cross NFTs in June 2022. The 11,212 NFTs bought out in eight hours to greater than 8,000 unique collectors. On the time of this writing, the Genesis Cross assortment has a buying and selling quantity of over 3,780 ETH.
Since its inception, the Genesis Passes have supplied an unprecedented co-creation journey with its NFT holders.
In June, Lacoste supplied an unique expertise to 50 NFT holders, inviting them to benefit from the Roland-Garros tennis event from the celebrated Lacoste Skybox. Members have been handled to an unique present bag with a customized polo, a dinner, and cocktail expertise. This was preceded by an identical occasion on the Miami Open in March.
Holders additionally had the chance to be a part of a singular neighborhood occasion at Lacoste’s flagship retailer in Paris, within the coronary heart of the well-known Champs-Élysées luxurious purchasing district.
True to its roots as a clothes firm, Lacoste has masterfully built-in vogue into its neighborhood engagement. In October 2022, the corporate launched unique merchandise for holders, the designs of which have been created by the neighborhood. Later that 12 months, Lacoste partnered with the style VR platform Emperia to roll out a digital retailer, an unique digital house the place particular NFT holders have been granted entry to merchandise.
However maybe one of the crucial thrilling moments for the neighborhood was when founder René Lacoste’s outdated buddy, Henri de Gayettes, made an appearance on the community’s Discord server. His involvement didn’t simply create buzz in the neighborhood; it symbolically bridged the hole between Lacoste’s storied previous and its revolutionary digital future.
The Lacoste expertise by means of UNDW3
With their historical past of co-creation and neighborhood in thoughts, Lacoste is as soon as once more poised to disrupt the established order. With the UNDW3 card, they’re not simply releasing one other NFT assortment—they’re pioneering a dynamic new mannequin of brand name engagement, leveraging the ability of Web3 know-how.
Genesis Cross holders can improve their NFT to a dynamic UNDW3 Card. As soon as they make that leap, holders achieve entry to a variety of unique experiences, together with entry into Lacoste’s Waterverse, the UNDW3 wardrobe, prestigious IRL tennis occasions, and voting rights on neighborhood issues.
Not like different NFT collections, nevertheless, holders can enhance their NFTs by taking part in The Mission, which consists of each digital and “off-chain” in-person occasions, together with quests, on-line video games, discord participation, becoming a member of AMAs, riddles, and extra.
However the UNDW3 Card goes past the standard proof-of-attendance NFTs (in any other case generally known as POAPs): it’s a dwelling report of a holder’s energetic engagement with the model, with all actions recorded on-chain. Holders earn factors, which then change the graphic of the NFT in keeping with the holder’s rating, offering a concrete visible illustration of their contribution to the neighborhood.
In a press launch, Lacoste acknowledged, “We firmly imagine that the way forward for model loyalty extends far past transactional interactions. The UNDW3 card celebrates a broader spectrum of brand name engagement, encompassing creativity, dialog, and gaming.”
It’s clear that Lacoste sees Web3 as a playground for innovation. By inviting their neighborhood into the inventive course of, they’re demonstrating a dedication to a future the place model loyalty is about way more than purchases—it’s about participation, creativity, and shared experiences.
How are you going to take part in The Mission?
From June 29, members of the Lacoste NFT neighborhood—crocodiles, if you’ll—can declare their first factors primarily based on their Discord exercise from the earlier 12 months. This rewards the neighborhood’s preliminary supporters and serves as an incentive for continued engagement. The season ends in December, when the 200 most engaged neighborhood members shall be rewarded with new and unique experiences.
After connecting their wallets, holders achieve entry to myriad utilities, together with inventive classes, video video games, interactive conversations, and even weekly raffles the place they will win merch, NFTs, and extra factors.
As every season progresses, customers will witness their NFT evolve in real-time. As such, every UNDW3 Card is a dwelling, altering reflection of every holder’s engagement with the Lacoste model. That is greater than a loyalty program—it’s a journey into the center of Lacoste’s imaginative and prescient for a extra interactive, revolutionary, and collaborative future.
