If you think NFTs are just expensive 'monkey pictures', you might be missing something. While skeptics mock the technology, the world's largest brands are investing millions in it, creating new forms of interaction with customers and revolutionizing entire industries.
Nike: digital sneakers that change the game
Nike doesn't just sell shoes – it creates an entire ecosystem around its products. As part of the 'CryptoKicks' initiative launched in 2019, the company developed customizable NFT sneakers that can be used in metaverses. In 2023, Nike expanded the project, adding a platform for trading and exchanging these assets. These steps not only strengthened the brand among young digital enthusiasts but also created a new market – for shoes that can be worn in virtual reality.
Coca-Cola: digital collections with real bonuses
Coca-Cola, one of the most recognizable brands in the world, released NFTs linked to major sporting events. These tokens provided owners with exclusive access to events and unique offers. In 2024, the company went even further by integrating NFTs into loyalty programs, allowing consumers to earn digital assets for participating in marketing campaigns. Is it just hype if Coca-Cola uses NFTs to strengthen its connection with customers?
Formula 1: the digital history of racing
Formula 1, with its history and passion for technology, found a use for NFTs in creating collections dedicated to iconic racing moments and legendary cars. In 2023, these tokens became a hit among fans and collectors. In 2024, the league announced plans to integrate NFTs into fan programs, providing exclusive access to content and events. This is not just pixels – it's a way to bring fans' passion to life.
Reddit and media projects: the new economy of content
In 2023, Reddit launched its own NFT platform, allowing users to monetize content. This created a new form of interaction between creators and their audience. A similar strategy is used by the South China Morning Post, offering historical records as NFTs, which helps preserve them and adapt to the digital age.
South China Morning Post: how NFTs preserve history
The South China Morning Post has become one of the first major media brands to use NFTs to preserve historical data. In 2021, the company began issuing so-called 'artifact' text documents on the blockchain. These NFTs, representing digitized historical records, allow significant events to be preserved for future generations in an unaltered form.
In 2023, the publication expanded its collection by adding key historical events related to the region, strengthening its authority in digital archiving. In 2024, the South China Morning Post launched an educational platform where people could not only learn more about NFT technology but also explore associated historical events.
This initiative emphasized that NFTs are not just a trend, but a tool that can be used to preserve cultural heritage. In the age of digitization, the South China Morning Post proved that technology can serve not only business but also history.
Why are companies investing millions?
Critics call NFTs a bubble, but are such massive investments from the largest brands made out of thin air? Nike, Coca-Cola, Formula 1, Reddit – these companies are not just following a trend; they are using NFTs to create new products, expand their audience, and monetize their brands.
The conclusion is obvious: maybe it's not about 'monkey pictures', but that NFTs are a tool that changes the rules of the game in business. While you wait for evidence, the world moves forward.