- Doodles collaborates with Pharrell Williams and Adidas to launch an exclusive collection of phygital wearables, blending digital and physical items in 300 limited-edition “Pharrell-Packs.”
- The Pharrell-Packs serve as a reward system for the Doodles community, with OG holders and newcomers completing a series of actions for a chance to win one of the packs.
- The collaboration represents a step towards creating a universe that combines a real-world lifestyle brand with a parallel, fictional character world-driven IP.
Doodles, the famous Web3 media brand, has announced a groundbreaking collaboration with its Chief Brand Officer, Pharrell Williams, and the renowned sportswear brand Adidas. In an ambitious move to create a universe bridging intellectual property, social identity, and community engagement, Doodles is launching an exclusive collection of phygital wearables curated by Pharrell Williams himself.
Pharrell-Packs: The Ultimate Collector’s Item
The collaboration consists of 300 free-to-mint “Pharrell-Packs” of digital wearables, which are part of the Doodles 2 collection, currently in its beta stage. This exciting move aims to make the Doodles community more accessible by allowing anyone to mint a base-level Doodle for customization. These packs will contain three digital wearables from Pharrell Williams’ brands, Billionaire Boys Club’s sub-brand Icecream, and Humanrace, along with a token for physical redemption.
Of the 300 packs, 252 will include Pharrell x Adidas Humanrace Samba sneakers in pastel colors. At the same time, 12 lucky holders will get their hands on exclusive green 50th birthday edition Sambas, not available for sale elsewhere. The remaining 36 holders will receive various items from Icecream and Humanrace, such as skate decks and hoodies. These digital wearables are exclusively available to “OG” Doodle NFT holders.
A Groundbreaking Rewards System
The Pharrell-Packs offer an innovative blend of digital and physical items and serve as a reward system for the Doodles community. To be eligible for the airdrop, OG holders must complete a series of actions, such as using a “Dooplicator” to create first-edition Doodles wearables, opening a “Genesis box” for second-edition wearables, and signing up for a Stoodio account.
While the aim is to reward the core community, newcomers who discover Doodles through Pharrell’s social media or brand merchandise can also complete the required tasks and join the raffle for a chance to win a pack. This exclusive reward system recognizes community engagement while offering hyped, limited-edition physical items for both in-person and Doodle use.
Pioneering the Future of NFTs and Brand Collaborations
The Doodles and Pharrell Williams collaboration represents a bold step toward a two-part universe envisioned by the brand. On the one hand, it aims to create a real-world lifestyle brand where people use Doodles as a social identity and community-builder; on the other hand, it envisions a parallel, fictional character world-driven IP.
By bringing celebrities and brands like Pharrell Williams and Adidas into the Doodles universe, they are blurring the lines between the physical and digital worlds. Doodles is showcasing the potential of NFTs to enhance the experience for dedicated members and drive excitement through exclusiveness.
As Doodles continues to evolve and move away from the traditional NFT project model, it’s clear that the brand’s future lies in the convergence of art, technology, and immersive experiences. With more collaborations and creative ventures on the horizon, Doodles is poised to revolutionize how we interact with digital and physical items, setting a new standard for NFT projects and brand partnerships.