What happened: Adidas Originals dances to the beat of its own drum. On May 22, the sportswear brand teamed up with Tencent Music Entertainment Groups’ virtual music festival TMELAND to host Landing on OZ Future Concert (OZ). Attracting 1.3 million attendees, the event featured performances by Korean-American rapper Jay Park and Chinese-American rapper MC Jin. Using virtual avatars dressed in Adidas’ latest Ozworld collection, guests could also watch a parade, complete timed activities to trade Ozworld digital sneakers, and socialize with friends.
The Jing plug: Both Tencent and Adidas have racked up several firsts in their race to win the metaverse. Prior to this collaboration, Tencent hosted Chinas first TMELAND festival on December 31, welcoming millions of internet users to enjoy music from iconic artists like Jay Chou and Mayday. In January, the Chinese tech giant also launched a new 3D interactive space called Super QQ show on its QQ messaging platform (similar to Animal Crossing), and later filed a patent for virtual concerts. Meanwhile, Adidas has created a one-of-a-kind collaboration NFT art project with Prada as well as the world’s first personality based avatar creation platform with Ready Player Me.
The Ozworld festival builds on these efforts to push the boundaries of Web3. In addition to supporting artists, the event allows Adidas to create a variety of landscapes that increase consumer interactions with the brand and build loyalty. That said, not all concerts are a success; Meta list of virtual concerts last December with rapper Young Thug, DJ David Guetta and EDM band The Chainsmokers failed to attract many viewers, likely due to limited publicity and a lackluster viewing experience (Guetta just stream 2D live video).
With the cases of COVID-19 now on the rise in Beijing, organizing large-scale in-person entertainment events in China could remain challenging. Not only are virtual festivals a fun way to resume marquee events, but they also lift spirits as lockdown angst grows.
The Jing Plugreports on high-profile news and features our editorial teams’ analysis of key implications for the luxury industry. In the recurring column, we analyze everything from product declines and mergers to heated debates popping up on Chinese social media.
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