While NFTs have lost much of their initial hype in Europe and the US, Japan remains a fertile ground for this technology. Nissan’s new web3 loyalty program highlights the ongoing appeal of NFTs in the country, blending cultural elements and technology to engage customers in innovative ways.

Nissan Passport Beta: A Web3 Loyalty Experience

Nissan has launched Nissan Passport Beta, a loyalty program centered around NFTs. This initiative kicks off with an NFT lottery running until January 14, 2024, offering 5,523 membership NFTs. These are categorized into four themes:

Futuristic Cars
Performance Cars
Classic Cars
Smart Life (for practical transportation enthusiasts)

The lottery randomly assigns memberships, introducing an element of surprise for participants.

The program offers more than just collectible digital art. Members gain access to a dedicated Discord community, can earn badges through activities like sharing car photos or providing feedback, and may qualify for exclusive perks. These include test drives on specialized courses or behind the wheel of limited-edition vehicles.

Cultural Fit: Why Japan Embraces NFTs

Japan’s unique cultural landscape contributes to the popularity of NFTs. The visual appeal aligns with the country’s passion for graphic novels and anime, while loyalty traditions like Yuutai—where stockholders receive rewards—make NFT-based programs feel familiar. Nissan’s program taps into both these elements, creating a seamless blend of digital innovation and cultural relevance.

Nike: Transitioning from RTFKT to New Horizons

Nike, an early adopter of NFTs, announced the closure of RTFKT Studios, the creative arm behind NFT collections like CloneX and MNLTH. Despite RTFKT earning $185 million in initial sales and royalties in 2022, Nike has decided to refocus its web3 strategy.

The studio’s closure doesn’t mean Nike is exiting the web3 space. Its platform, .SWOOSH, remains active, reflecting a pivot toward more streamlined web3 initiatives.

Adidas: Fusing Digital and Physical Rewards

Adidas continues to expand its NFT collaborations, launching its third project with the STEPN web3 app. This latest venture merges digital and physical rewards, offering 1,200 co-branded running shoes. Two-thirds of these are reserved for genesis NFT holders, while the remainder will be distributed via raffles and contests.

This hybrid approach connects with fans by blending web3 innovation with tangible products, showcasing the potential of combining digital assets with real-world utility.

Conclusion: The Evolving Landscape of NFTs

Nissan, Nike, and Adidas are charting distinct paths in the web3 space. Nissan’s loyalty program reflects the growing relevance of NFTs in Japan, while Nike and Adidas explore different ways to engage their global audiences. These initiatives highlight how brands are evolving their strategies to remain relevant in a changing digital landscape.