In the past two years, almost 40% of Interbrand’s Best Global Brands have ventured into Web3. 

Brands like Nike, Gucci, Alo Yoga, Breitling, Adidas or Prada are exploring linking their physical products to digital twins to unlock new capabilities around:

Yet, we’re just scratching the surface.

We may be witnessing the dawn of a new era in commerce that could unlock trillions in value for brands.

This article is published in collaboration with Boson Protocol.1 

In October 2021, I tweeted: