Today, Gap announces the global launch of its first collection non-fungible token (NFT) brings its brands and iconic products to new and existing customers in a rapidly growing digital ecosystem. With this launch, the brand is launching a gamified digital experience to celebrate creativity and offer customers the unique opportunity to own a limited-edition, collectible Gap hoodie.
For this version, Gap collaborated with the artist behind Brandon Sines frank ape, a limited edition drop. Community, creativity, and self-expression are core values of Sines Art, embodying positivity and equality, aligned with Gap’s values of modern American optimism.
“My creative cycle has come full circle with the Gap partnership, as it allows me to express the beautiful message of Frank Ape while working with one of the most iconic brands in history,” Sines said. “I can’t wait to share the physical and digital work we’ve been working on with Gap and Frank fans around the world.”
“Gap has always been at the intersection of music, art and culture, so we’re excited about the digital growth opportunities with artists like Brandon Sines,” said Chris Goble, chief product officer and general manager of Gap North America.
As part of the company’s commitment to doing the right thing for the planet, it chose to leverage the open-source blockchain Tezos to create customer experiences. Tezos uses a more energy-efficient approach to securing its network, allowing it to operate with minimal energy consumption and a low carbon footprint.
Starting tomorrow, Gap’s digital collectibles will be available exclusively at gap.com/nft and will be available in four tiers: Common, Rare, Epic, and Kind. Starting at an accessible price point, the first-tier Common will go on sale January 13th at 9AM PT for 2 tez (XTZ) each until January 15th at 8:59AM PT. Currently, 2 tez is around $8.30, but the exact conversion rate may vary due to market price fluctuations.
Additional price reductions will be offered over the next two weeks: January 15 Rare for 6 tez, or ~$24.90, January 19, Epic, 100 tez, or ~$415.00, and January 24 auction , respectively, starting at 9:00 AM PT. Digital collectibles will be available on a first-come, first-served basis, with rare and epic limited editions.
The gamified experience encourages customers to collect iconic Gap hoodie digital art at common and rare levels to unlock the opportunity to purchase Brandon Sines’ Epic limited-edition digital art and the Sines hoodie’s physical Gap x Frank Ape.
With its first foray into this new area, the company plans to learn more about how their customers want to participate in a digitally-led world.
“As part of our mission to build lasting customer relationships, our teams continue to innovate,” said John Strain, Chief Digital and Technology Officer. “We’re excited about the possibilities a more planet-friendly blockchain technology can unlock for us and all the new ways it will allow us to connect with our customers.”
Future plans to develop more digital experiences in partnership with culture shapers.
To purchase Gap digital collectibles, visit gap.com/nft #GapNFT