Especially with the NFT boom in 2021, an increasing number of brands have been jumping on the NFT bandwagon. Major brands are creating their own NFT collections and some are even entering into the Metaverse.
In this research study, we examine ‘traditional’ brands that have launched tradeable NFT collections since 2020, either independently or with a partner, and are headquartered in the United States or Europe with an international presence. ‘Traditional’ brands are defined as companies with core businesses selling products or services without relation to cryptocurrency or the NFT industry. These brands are subsequently categorized according to MSCI’s widely-recognized Global Industry Classification Standard (GICS), to identify the industry with the most number of brands launching NFT collections.
Apparel and Luxury Goods outpace all other industries, with the 19 out of 52 brands (36%) launching NFTs, since 2020
Out of 52 brands in the list, 19 brands (36%) are from the Apparel and Luxury Goods industry. Adidas fronts this sector with its ‘Adidas Originals into the Metaverse’ NFT collection, having a total trading volume of 47,000 ETH to date, since its launch in December 2021. Nike, Dolce & Gabbana and Gucci come after Adidas, with higher trading volumes amongst other brands in this sector. Puma’s Nitro Token and Nitropass, and Tiffany & Co’s NFTiff collection are the latest launches by brands in the Apparel and Luxury Goods industry, in August 2022.
The Media industry takes second place, with 19% of brands falling into this category
Time USA’s TIMEPieces NFT collection has the highest trading volume of 10,648 ETH amid brands in this sector. Other notable media companies with their own brand NFTs are Fortune, Reddit, Rolling Stone and Fox Corp.
Beverages, Food and Staples Retailing, Entertainment, Automobiles and Personal Products are industries with only four to five brands with their own NFT collection. Rounding out the list are Leisure Products, Household Products, Household Durables and Airlines – industries with only one brand with their own NFT collection.
Out of 24 industries in MSCI’s Global Industry Classification Standard, only 11 were found to have experimented with launching NFTs
Some of the industries that have not explored nor dabbled with NFTs are Health Care, Construction, Utilities and Real Estate.
|Industries||No. of Brands with NFTs|
|Apparel & Luxury Goods||19|
|Food & Staples Retailing||4|
The study examined ‘traditional’ brands that have launched tradeable NFT collections since 2020, either independently or with a partner, and thereafter are categorized according to MSCI’s Global Industry Classification Standard (GICS), to identify the industry with the most number of brands launching NFT collections. The MSCI’s GICS was selected as it provides a comprehensive industry classification across all businesses.
‘Traditional’ brands are defined as companies with core businesses selling products or services without relation to cryptocurrency or the NFT industry. The brands reviewed in this study are headquartered in the United States or Europe, with a presence in at least one other geographical market.
This data set excludes:
- Brands that indirectly ride on or passively endorse other NFT collections
- Brands that launch a 1/1 NFT
- NFTs that are non-tradeable, have never been traded or have no trading volume
- Utility NFTs launched by brands, such as event tickets
When considering brands with multiple NFT collections, the total trading volume across all collections are taken into account.
In this study, the ‘Textiles, Apparel and Luxury Goods’ industry classification has been shortened to ‘Apparel and Luxury Goods’ for clarity of communication.
The 52 brands that meet the above criteria and considered in this study, are as follows:
|Year Launched||Month Launched||Country||Brand||Industry based on MSCI’s GICS||Total Trading Volume|
|2020||June||United States||NBA||Entertainment||$971 million USD (ETH unavailable)|
|2021||February||United States||Taco Bell||Food & Staples Retailing||Not publicly available|
|2021||March||United States||Pizza Hut||Food & Staples Retailing||Not publicly available|
|2021||April||United States||Playboy||Apparel & Luxury Goods||2,677 ETH|
|2021||July||United States||Coca-Cola||Beverages||217 ETH|
|2021||July||United States||Warner Bros||Media||Not publicly available|
|2021||August||France||Louis Vuitton||Apparel & Luxury Goods||Not publicly available|
|2021||August||United States||Fortune||Media||3,794 ETH|
|2021||September||United States||Burger King||Food & Staples Retailing||Not publicly available|
|2021||September||United States||Time||Media||10648 ETH|
|2021||October||United States||Clinique||Personal Products||Not publicly available|
|2021||October||Italy||Dolce & Gabbana||Apparel & Luxury Goods||4,757 ETH|
|2021||October||United States||Fox||Media||103,761 USD (ETH unavailable)|
|2021||November||United States||McDonald’s||Food & Staples Retailing||0.5 ETH|
|2021||November||United States||Budweiser||Beverages||1,615 ETH|
|2021||November||United States||Rolling Stone||Media||268 ETH|
|2021||November||United States||Original Penguin||Apparel & Luxury Goods||0.4 ETH|
|2021||November||France||Givenchy||Apparel & Luxury Goods||49 ETH|
|2021||November||United States||Disney||Media||Not publicly available|
|2021||December||United States||Mattel||Leisure Products||Not publicly available|
|2021||December||United States||Pepsi||Beverages||2,915 ETH|
|2021||December||Germany||Adidas||Apparel & Luxury Goods||47,000 ETH|
|2021||December||France||L’oreal||Household Products||14 ETH|
|2021||December||United States||Coach||Apparel & Luxury Goods||4 ETH|
|2021||December||United States||AMC||Entertainment||Not publicly available|
|2022||January||Italy||Gucci||Apparel & Luxury Goods||4,623 ETH|
|2022||January||United States||Gap||Apparel & Luxury Goods||Not publicly available|
|2022||January||France||Balmain||Apparel & Luxury Goods||Not publicly available|
|2022||January||United States||Associated Press||Media||Not publicly available|
|2022||March||United States||MAC Cosmetics||Personal Products||1 ETH|
|2022||March||United States||CNN||Media||Not publicly available|
|2022||March||Netherlands||Heineken||Beverages||Not publicly available|
|2022||April||United States||Nike||Apparel & Luxury Goods||7502 ETH|
|2022||April||Switzerland||Hublot||Apparel & Luxury Goods||11 ETH|
|2022||April||United States||Paramount||Entertainment||$2.15 million USD (ETH unavailable)|
|2022||April||United Kingdom||Mercedes AMG-Petronas||Automobiles||Not publicly available|
|2022||May||Germany||Audi||Automobiles||Not publicly available|
|2022||May||Austria||Red Bull||Beverages||Not publicly available|
|2022||June||Italy||Bulgari||Apparel & Luxury Goods||Not publicly available|
|2022||June||United Kingdom||Burberry||Apparel & Luxury Goods||Not publicly available|
|2022||June||Italy||Prada||Apparel & Luxury Goods||21 ETH|
|2022||June||France||Lacoste||Apparel & Luxury Goods||2,442 ETH|
|2022||June||United States||Macy’s||Apparel & Luxury Goods||Not publicly available|
|2022||July||United States||Bose||Household Durables||1,382 ETH|
|2022||July||United States||Warner Records||Entertainment||1,382 ETH|
|2022||August||United States||Media||507 ETH|
|2022||August||United States||Tiffany & Co.||Apparel & Luxury Goods||1,978 ETH|
|2022||September||Germany||Puma||Apparel & Luxury Goods||581 ETH|
|2022||September||Italy||La Gazzetta dello Sport||Media||0.35 ETH|
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Curious to find out more about our previous research studies? Check out this one we did on Why People Buy or Trade NFTs.