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StepN Go, the social lifestyle app, has announced its second collaboration with Adidas. They will launch the Genesis Sneakers NFT series on the Solana blockchain. This collaboration demonstrates how NFTs are increasingly being used to boost customer loyalty and engagement in the fitness and fashion industries. By combining digital treasures with physical exercise, the collaboration showcases the ability of NFT loyalty to promote community and brand connection.
The new Genesis Sneakers collection is an excellent example of how NFT loyalty works. Users can enter to win one of the 1,000 Genesis Sneakers by staking 10,000 GMT (StepN Go’s native token) in a raffle lottery on MOOAR, an NFT marketplace operated by FSL. Those who do not win are given a refund so that they can engage without financial risk. This exclusive access gives customers a physical reward for their dedication and commitment, elevating the sneakers beyond mere digital collectibles.
StepN Go has implemented various features that have helped to increase its user base. One of the most popular is the Haus system. It allows users to rent out their digital footwear and split the proceeds. On one side, this promotes physical activity and collaboration. However, it also complicates the platform, which may deter new users who are unfamiliar with NFT-based systems. The exercise Level function gamifies fitness by rewarding users for regular activity with potential monetary advantages.
To complement these characteristics, StepN Go recently introduced the Go Game Token (GGT), which is identical to its predecessor, the Green Satoshi Token (GST). Users can earn GGT by engaging in physical activities such as walking or running. Then they can use it to purchase improvements.
StepN Go’s gamified approach sets it apart from other fitness apps by offering not only physical rewards but also in-app tokens and NFTs. This could potentially foster long-term loyalty, though it depends on how well the ecosystem can maintain user motivation beyond novelty. If the platform’s tokenomics deteriorates or the appeal of NFT collectibles fades, it may struggle to maintain users in the long term. Gamification can be a double-edged sword: it encourages involvement while also creating an expectation of continual benefits, which may not be sustainable.
Adidas’ partnership with StepN Go in the NFT loyalty market may influence the fashion industry’s adoption of Web3. The Genesis Sneakers series blends physical fitness and digital ownership, indicating that Adidas sees NFTs as a way to boost customer loyalty and engagement. This could be part of a long-term strategy or a short-term marketing campaign to capitalize on current Web3 trends.
FSL’s Co-Founder, Yawn Rong, emphasized the company’s excitement about the extended cooperation, saying:
“By collaborating with Adidas, we are able to seamlessly integrate digital collectibles and fitness rewards, providing a more immersive experience for users.”
StepN Go’s commitment to the community is seen in efforts such as the Trailblazer Airdrop, which awarded devoted customers 100 million FSL points. These points not only rewarded long-term loyalty but also provided special access to future mints and releases. Such efforts show how NFT loyalty programs can go beyond short-term benefits to foster a strong community in which members feel appreciated and engaged.
One of the distinguishing features of StepN Go’s NFT loyalty program is its focus on sustainability. Users can burn Sneakers to earn extra energy, which helps to balance the in-app economy. This component encourages not only physical activity but also responsible resource use, which aligns with broader environmental themes in Web3 initiatives.
StepN Go intends to enhance its platform with new features such as PvP competitions and extra social elements. These updates aim to increase user engagement by merging fitness and social interaction, transforming StepN Go into a fully complete Web3 ecosystem. As NFT loyalty programs like Adidas’ expand, StepN Go is well-positioned to remain at the forefront of the move-to-earn market.
The collaboration between StepN Go and Adidas represents an evolving approach to engaging users through NFT loyalty. By offering exclusive, tradable rewards based on physical activity, the partnership seeks to redefine how brands can connect with consumers. However, whether this approach will have lasting appeal remains uncertain, as both the fitness and NFT markets continue to face rapid shifts in user expectations and technological advancements.