Lacoste unveils ‘The Emerge’, an avatar collection for the metaverse

By

Emma RUFFENACH

Translated by
Nicola Mira

Published
Oct 24, 2022

In June, ​Lacoste began to explore Web3 by launching UNDW3 (pronounced ‘underwater’), an experiential, collaborative digital world pushing the customer experience boundaries. UNDW3's launch was accompanied by a first collection of NFTs called ‘Genesis Pass’. Building on the success of this first foray into the metaverse - the entire NFT collection was sold in a few hours - the French label owned by the MF group is diving again into the virtual world, launching ‘The Emerge’, a new collection of avatars sporting the label's iconic short-sleeved polo shirt, first commercialised in 1933.

These new NFTs are a set of unique avatars for members of Lacoste's UNDW3 community, and were co-created with community members on the label's server on Discord. The avatars’ style, graphics, attributes and physical features are the result of a close collaboration between Lacoste and its metaverse followers. The collection’s final looks were revealed on October 12. A way for polo shirt pioneer Lacoste to make its mark on Web3, giving its crocodile logo a digital makeover and further establishing the label in the metaverse.

Lacoste has a strong presence in the virtual world, thanks to directional collaborations like Lacoste X Minecraft, a hybrid collection developed with the renowned videogame that was dropped in March. According to Lacoste, its Discord community has over 60,000 members who “exchange several thousand messages daily about the UNDW3 project,” as the label indicated in a press release. 

Lacoste said that ‘The Emerge’ avatars allow community members to enjoy a host of advantages, such as meetings with Lacoste ambassador athletes and privileged access to the label's special sales events and limited-edition product drops. One hundred lucky members airdropping their profile pics will also receive a free Lacoste UNDW3 polo.