French fashion studio AZ Factory has released a line of luxury t-shirts, each one embroidered with a link to a unique NFT. As people become increasingly comfortable with NFTs and their popularity crosses into different sectors, brands are getting creative by playing with them across industries.

By tying NFTs to physical products, Clinique is hoping to reward loyal customers and entice new ones by allowing them to use their content as a way to be part of the metaverse. With the digital economy growing ever-faster, making NFTs accessible to the average consumer is a wise move.

The Sandbox’s partnership with Snoop Dogg has introduced a previously detached community to the blockchain, NFTs, and the metaverse. With emerging metaverses competing for users as interest grows, how important will established celebrities, brands, and intellectual property be?

Non-fungible tokens offer a way for people to digitally own everything from a tweet to a GIF of an NBA play via blockchain technology. How might they forge meaningful connections between fans and their idols? And how can brands sustain engagement with the tech beyond the initial hype?