Agenda-setting intelligence, analysis and advice for the global fashion community.

Nike Is Launching Its First Big Web3 Project

Nike’s .Swoosh is a platform for customers to learn about web3, collect virtual products like sneakers or jerseys and, eventually, help to co-create them — even potentially earning royalties on their sales.

A mobile phone shows a black screen with white text that reads, ".Swoosh is the home for Nike's virtual collections. Join us." — Nike's .Swoosh. (Nike)

Marc Bain

14 November 2022

Nike was ahead of the curve among fashion and footwear brands making moves into crypto, securing a patent for blockchain-linked sneakers called CryptoKicks back in 2019. Last year, as NFT trading reached a frenzy, it made probably the biggest investment of its peers by

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The Secrets to a Successful NFT Drop

The reasons some fashion NFTs are successes and others fall flat goes beyond having big, recognisable brands involved and comes down to factors like their creativity, audience and value for the price.

Is Fashion’s NFT Dream Over Before It Started?

NFTs could give brands a way to collect royalties on secondary sales of physical items, but a shift in how NFT marketplaces treat royalties threatens to undermine the idea’s future.

How Fashion Is Using NFTs to Sell Exclusive Physical Products

Brands like Tiffany, Prada and Nike-owned RTFKT are among those using the digital tokens to offer exclusive access to tangible goods.

About the author

Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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Which High Street Fashion Brands Are Winning the AI Discovery Battle?

Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?

Why Fashion Doesn’t Talk About How It Uses AI

A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.

Want to Know What Consumers Think? Ask an AI-Generated Focus Group.

Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.

Opinion: Online Shopping Could Be AI’s Next Victim

The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.

The Season That Was: Signals From Fashion’s Front Lines

From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’

Lanvin Deputy CEO Siddhartha Shukla Exits Brand

Owner Lanvin Group said it is ‘fully committed’ to the French label’s development under creative director Peter Copping, with CEO Andy Lew in charge of management.

The Designers and Brands That Defined the Season | The BoF Podcast

In a post-fashion month debrief, BoF founder Imran Amed and editor-at-large Tim Blanks assess how the biggest houses are bedding in under new creative leadership at Chanel, Gucci, Dior and more.

Is Quince Really Worth $10 Billion?

From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.

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