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how projects collaborate for the mutual benefit of the entire sector

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On December 2, 2021, Bored Ape Yacht Club (BAYC) caught the attention of culture-focused sportswear brand Adidas, solidifying their partnership, increasing its visibility and value. RTFKT Studios was acquired by Nike and also caught the attention of the community by launching Nike’s first NFT, MNLTH.

Airdrop MNLTH lives up to its name as RTFKT introduces a new NFT disclosure concept as it is driven by the community. The NFT MNLTH is only revealed after the community completes all the missions collectively and members speculate if the content is Nike merchandise.

These events show that NFT collections recognize the value of partnering with strong influencers, brands and communities as a way to increase…

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