The brand has joined hands with creative agency McCann Shanghai to launch digital collectables on Tmall to capture young consumers.
The outdoor apparel brand said the three NFTs were designed based on the relevant functions, history, weather and terrain conditions related to each product. As Chinese customers cannot purchase NFTs directly under local laws, the matching NFT will be assigned to customers when they buy a specific The North Face item.
“Many people think that NFTs are just a simple product designed for display,” said How Chu, Executive Creative Director of McCann Shanghai. “But in fact, every single touch point can become a platform for brands to engage with consumers.”
