Adidas Launches Exclusive Doodles Apparel Alongside Pharrell Song

Sportswear giant Adidas has teamed up with Ethereum NFT collection Doodles to sell virtual swag packs that could let buyers claim exclusive physical apparel.

The limited-edition collectible packs, each of which includes two items, will be available for purchase until August 16, Adidas and Doodles said Friday in a joint statement. A single pack retails for $4,99, while prices for bundles containing between two and 100 packs range from $8.49 and $374.99, respectively, according to the Adidas Originals x Doodles online storefront. 

Some co-branded kits include physical collectibles emblazoned with Deysi, the digital mascot from Pharrell Williams and Coi Leray’s new song, “Not in the Store.” Those collectibles include the Deysi Tracksuit and Superstar Shoes, which are each capped at 200 items.

Doodles is an Ethereum NFT-based project, with the original collection spanning 10,000 generative profile pictures (PFPs) with art from Scott “Burnt Toast” Martin.

Williams serves as the project’s chief brand officer, and is one of the key forces behind the upcoming animated film, “Dullsville and the Doodleverse.” The Pharrell song is pulled from the accompanying soundtrack.

The project’s creators recently launched a membership service called DoodlesTV, with exclusive access to music videos and other content for people who buy an NFT access pass. The passes are sold via Ethereum layer-2 scaling network, Base.

As of publication time, Doodles NFTs had a market cap of nearly $45 million, with 4,198 unique collectors holding the tokens, CoinGecko data shows. Doodles’ floor price is 1.67 ETH, or roughly $4,306, down nearly 1% in the past 24 hours as of publication time. The NFT floor price refers to the cheapest listed asset on a secondary marketplace.

Edited by Andrew Hayward