The German brand revealed its first collection of NFT wearables for virtual spaces just days after Nike announced the debut of its web3 platform.

Robert Triefus will add the duties to his current role as senior vice president, corporate and brand strategy, and succeeds Nicolas Oudinot.

The feature will be available on more than 270,000 women’s clothing items.

Tech investment firm Tiger Global led the round, which also included previous backers such as Bpifrance, an investment fund backed by the French government.

The fast-fashion giant is expanding its traceability programme with TextileGenesis, a blockchain-based platform, to cover all man-made cellulosics and recycled polyester.

The shoes were unveiled after holders of the first co-branded NFT from the companies spent months solving elaborate riddles to unlock it.

For a few hours Tuesday, hypebeasts and hopeful shoppers waited for a countdown on the Yeezy x Gap website to reach its end. And waited. And waited.

It’s a bet that these digital IDs will be crucial to brands as they try to take advantage of the business opportunities offered by Web3.