Global – Aligning with the growing importance of personalised avatars, the sportswear brand is launching a personality-based artificial intelligence (AI)-generated avatar creation platform. Created for cross-game avatar platform Ready Player Me, the platform accompanies the launch of its Ozworld apparel collection.
To generate users' unique digital avatars, adidas will ask users a series of questions to assess their personal taste, recognising the need to empower users with digital tools that reflect their personal values. A statement from adidas explains: ‘Championing new possibilities to create, collaborate and belong, the Ozworld platform launch is the next bold step in adidas Originals’ ambition to create a truly open and optimistic metaverse for all.’
With this initiatve, adidas facilitates the creation of Affirmative Avatars, an idea that is especially pertinent at a time when consumers are looking to brands to create a Betterverse.
Strategic opportunity
When creating metaverse experiences, brands must tune in to the interests of digital users and empower them with identity-based tools that enable positive self-expression