Brand and Celebrity NFT Collections: Where Are They Now?

How Are Brand and Celebrity NFT Projects Performing?

Since the launch of numerous NFT collections by leading brands and celebrities, enough time has passed to objectively evaluate their performance. The NFT market saw a surge of growth followed by considerable challenges during the crypto winter. In this environment, it is especially relevant to assess which projects sustained investor interest and which proved to be unsuccessful experiments.

To provide an objective review, we analyzed key trading metrics from top NFT marketplaces. These included collection trading volume, token floor price, sales trends, and overall community engagement. Such data clarifies the stability of demand for digital assets issued by specific brands or public figures.

Brand NFT Collections

Nike

Nike, the global sportswear giant, entered digital assets well before the mainstream NFT hype. Back in November 2019, Nike announced plans for virtual sneakers, signaling early recognition of blockchain’s potential. This marked the first step in the brand’s broader crypto strategy.

In 2021, Nike unveiled its own metaverse initiative, reinforcing the brand’s digital ambitions. Execution followed quickly—by February 2022, Nike launched the MNLTH NFT collection, its first large-scale foray into non-fungible tokens. Shortly after, in April, the Dunk Genesis CRYPTOKICKS digital sneaker collection debuted, capturing significant collector interest.

Project momentum continued into 2023, with Nike announcing legendary AirForce sneakers in NFT format. The initiative’s success was reflected in strong financial results: in May 2022, one Nike digital sneaker sold for $134,000, underscoring the brand’s cachet among digital asset collectors.

Dunk Genesis CRYPTOKICKS analysis reveals persistent market demand for Nike’s digital products. Recent data shows the floor price at 0.1128 ETH, indicating resilient interest even during a market downturn. The MNLTH collection stands out: nearly all tokens were sold, with only one remaining at 0.2428 ETH at the time of review.

Conclusion: Despite declining metrics in the crypto winter—such as trading volumes and activity—statistics confirm Nike NFT collections continue to attract market participants. The brand not only entered a new sector successfully but also created lasting value for its digital assets. Nike’s NFT initiative stands as a model for traditional brand integration into Web3.

Adidas

Adidas, Nike’s primary rival in sportswear, also embraced the NFT revolution. The brand adopted a strategic, ecosystem-driven approach by launching the Virtual Gear NFT jacket collection in November 2022—a pivotal moment in its digital transformation.

This launch followed the creation of the .SWOOSH platform, focused on Web3 solutions. The platform enabled users to buy and collect Adidas digital assets, forming a robust ecosystem around the brand’s NFT projects. This comprehensive strategy distinguishes Adidas from brands that only issued one-off token drops.

Building on its NFT efforts, Adidas released the innovative ALTS by Adidas “alternative ego” collection in April 2023. This introduced a new perspective on digital identity and self-expression via NFTs, drawing interest from collectors and broader tech-fashion audiences.

Performance data for ALTS by Adidas on OpenSea shows positive movement: the current floor price is 0.149 ETH. Like Nike, some metric declines can be attributed to bear market pressures across crypto. Nevertheless, overall trends point to sustained investor and collector interest in Adidas NFTs.

Timing is important—Adidas launched its collection after Nike’s Dunk Genesis CRYPTOKICKS. Comparing release dates and key stats, both companies are delivering comparable results and advancing side by side in the NFT space.

Conclusion: Adidas’s NFT experiment has been successful. The company created high-quality digital products and a full infrastructure for distribution and support. Despite challenging market conditions, Adidas maintained audience engagement and secondary market demand for its tokens.

Louis Vuitton

Louis Vuitton, a luxury fashion icon, adopted a distinctive strategy for NFT integration. In June 2023, it unveiled the Treasure Tank digital trunk collection, demonstrating that NFTs can serve not only mass but also ultra-luxury markets.

Treasure Tank consisted of several hundred virtual trunks, each priced at €39,000—far above most NFT market prices. This reflects Louis Vuitton’s premium positioning, even in digital spaces, and underscores its commitment to exclusivity and value in both physical and digital formats.

Louis Vuitton’s project introduced a unique distribution model. Unlike most NFT collections, Treasure Tank trunks were strictly tied to initial buyers and, per company policy, cannot be resold. This made them truly exclusive digital assets and prevented speculative trading.

Conclusion: At the time of review, Treasure Tank tokens were not available on any major NFT marketplace. While there are no official sales disclosures, the absence of listings strongly indicates a complete sellout. Given the high price and full distribution, Louis Vuitton’s NFT launch is a clear success, validating the premium segment’s potential in digital assets.

Tiffany

Tiffany & Co., the legendary jeweler, took an innovative approach to NFTs in luxury. In August 2022, it announced NFTiff—an ambitious project demonstrating the synergy between physical and digital assets. The release included 250 exclusive pendants inspired by the CryptoPunks collection.

Tiffany’s model merged physical jewelry with digital NFTs: each pendant buyer received a corresponding digital token. This enhanced the physical product’s value and introduced a new class of collectibles existing in both realms.

NFTiff drew strong interest from Tiffany’s traditional clientele and the crypto community. The limited edition of 250 underscored exclusivity, while the CryptoPunks tie-in boosted appeal for digital asset collectors.

Conclusion: The official NFTiff site confirms all tokens sold out. The complete sale of 250 premium items demonstrates high demand and validates Tiffany’s strategic approach. The company successfully entered the NFT market and pioneered new interaction models between luxury jewelry and digital assets—an outstanding success.

Gucci

Gucci, the Italian luxury house, partnered with NFT leaders for its digital asset debut. In April 2023, Gucci joined forces with Yuga Labs, creators of Bored Ape Yacht Club, blending Gucci’s luxury expertise with Yuga Labs’ blockchain prowess.

The collaboration produced the unique KodaPendants collection—3,333 “relics,” each a premium physical jewelry piece linked to an NFT. This “phygital” concept merges traditional craftsmanship with cutting-edge blockchain technology.

KodaPendants’ sales model was highly exclusive: NFT ownership enabled access to the corresponding physical jewelry, and only Koda and Vessel NFT holders could participate. This elevated exclusivity and reinforced Yuga Labs’ project ecosystem.

This targeted approach attracted engaged NFT community members ready to invest in premium products. Limiting the buyer pool heightened hype and perceived value.

Conclusion: Gucci and Yuga Labs’ official NFT collection site reports a full sellout. Secondary market data shows continued interest: the floor price stands at 0.6 ETH, well above many other NFT projects’ floor prices. Complete sellout and active trading at high prices confirm the collection’s success. Gucci has strengthened its reputation as a digital innovator.

Hugo Boss

Hugo Boss, the German premium fashion brand, entered NFTs with a socially responsible strategy. In October 2022, it launched its own NFT collection in partnership with Imaginary Ones, known for creative digital art.

The “Embrace Your Emotions” collection reflected Hugo Boss’s commitment to authenticity and self-expression, featuring 1,001 unique high-quality 3D animation tokens. Cutting-edge graphics delivered visually and technically advanced digital assets.

The project also included exclusive benefits for NFT holders, such as access to limited-edition clothing unavailable to the public. This added collector value and linked digital assets to physical products.

Most notably, Hugo Boss donated all NFT sale proceeds to charity—a rare move among brand NFT projects. This boosted the project’s public image and demonstrated corporate social responsibility.

Conclusion: The Embrace Your Emotions collection page on OpenSea confirms all 1,001 tokens sold out. The sellout evidences strong audience interest and the effectiveness of the strategy. By combining quality content, holder benefits, and philanthropy, Hugo Boss created a successful NFT project exemplifying social responsibility.

Celebrity NFT Collections

Donald Trump

Former US President Donald Trump made a surprising shift by launching several NFT collections under the POTUS TRUMP brand. This generated notable public interest, given his earlier criticisms of crypto as a tool for fraud and a threat to traditional finance.

In a twist, Trump accepted crypto payments for his NFT releases—directly contradicting past statements. The POTUS TRUMP collections featured digital images of Trump in heroic and patriotic roles, consistent with his public persona.

The initial rollout produced strong buzz among Trump supporters and political memorabilia collectors. However, interest quickly waned, reflected by declining token prices and trading volumes on secondary markets.

Conclusion: Despite fading interest, Trump’s NFT collections generated roughly $1 million in initial sales. Financially, the move was successful, monetizing his popularity through a new digital channel. Still, the long-term asset value is questionable—a common outcome for personality-driven NFT projects lacking additional utility.

Mike Tyson

Boxing legend Mike Tyson entered the NFT space in August 2021 amid peak market excitement, collaborating with digital artist Cory Van Lew. The Ultimate Mike Tyson collection aimed to capture major moments from Tyson’s career.

Tokens featured artistic interpretations of his fights, training, and iconic events, appealing to both sports fans and art collectors.

Despite Tyson’s fame and high-quality artwork, the collection underperformed. Marketplace data shows the floor price at just 0.09 ETH—far below the original sale price.

Trading activity is minimal; most tokens remain unsold and collector engagement is low. The collection failed to establish a sustainable community or lasting interest.

Conclusion: By all measures, Tyson’s NFT collection was unsuccessful: oversupply, low prices, and negligible trading. The outcome highlights that celebrity status alone does not guarantee NFT success—community engagement, utility, and strategic marketing are essential.

Anthony Hopkins

Oscar winner Anthony Hopkins joined the NFT space in October 2022 with the Anthony Hopkins: The Eternal collection, partnering with Orange Comet, a celebrity NFT specialist.

Digital artworks drew inspiration from Hopkins’s career and creative legacy, targeting fans and collectors.

A sophisticated marketing campaign leveraged Hopkins’s fame and Orange Comet’s expertise, attracting both traditional fans and NFT community members.

Conclusion: Orange Comet reports the collection sold out in just 10 minutes—an impressive feat signaling high demand for Hopkins-linked digital assets. This rapid success shows that, with the right positioning and marketing, celebrity NFT projects can excel. Hopkins’s initiative is a clear success.

Ruki Vverkh!

The Russian pop group Ruki Vverkh! launched an NFT collection in November 2021 on a major crypto exchange, aiming for wide audience access.

The collection included rare audio recordings, graphics, and unique artifacts, plus an exclusive track produced specifically for the NFT project.

This multi-format strategy aimed to attract music collectors and digital art fans, positioning NFTs as a way to preserve musical heritage and reward loyal fans.

However, results disappointed: total sales reached only $8,603, with many unsold tokens and little demand.

Only 31 subscribers joined the collection—a very low figure compared to thousands typically seen in successful NFT projects.

Conclusion: Low sales, excess unsold tokens, and minimal subscriber engagement show Ruki Vverkh!’s NFT venture failed to draw interest from fans or collectors. The result demonstrates that traditional media popularity does not guarantee blockchain success.

Garry Kasparov

Chess grandmaster Garry Kasparov entered the NFT space in December 2021 via 1Kind, aiming to share personal archival content with fans.

The collection featured rare photos and digital copies of Kasparov’s chess analyses, intended to appeal to chess enthusiasts and sports memorabilia collectors.

Yet the launch had minimal public visibility and almost no media coverage—critical for celebrity NFT success.

Secondary market data shows extremely low page views and negligible trading activity, indicating little interest even from chess fans.

Conclusion: Weak publicity, low engagement, and lack of trading signal Kasparov’s NFT project was unsuccessful. The result highlights the challenge of monetizing personal brands—even for top athletes—without a strong promotional strategy.

Morgenstern

Russian rapper Morgenstern announced ambitious NFT platform plans in September 2021, partnering with DAO.vc. The project aimed to build an ecosystem for exclusive music content, digital artifacts, and user engagement via blockchain.

The announcement created buzz among Russian crypto enthusiasts and fans, given Morgenstern’s tech-forward reputation and large social following.

Despite initial excitement, the project was never launched. Development was suspended and no NFT collections were released, with no public explanation from Morgenstern or DAO.vc.

Conclusion: The Morgenstern NFT project never moved beyond the announcement phase, making evaluation impossible. This underscores that high-profile crypto announcements do not guarantee execution—technical or market factors often intervene.

Why Brands and Celebrities Are Entering NFT

Major brands’ NFT participation reflects a strategic, long-term approach—not just chasing hype. Fashion houses like Gucci, Dolce & Gabbana, and Moncler have publicly explained their NFT investments even during downturns, signaling commitment to the technology.

For corporations, NFTs are more than fashionable images or speculative assets—they’re a transformative technology for brand-consumer engagement. NFTs enable digital product identity, anti-counterfeiting, loyalty programs, and community building.

Business investment in NFTs is part of broader digital transformation. Early market entry lets brands build expertise and infrastructure ahead of mainstream adoption.

Financial motivation is also significant: according to crypto analyst Colin Wu, brands such as Dolce & Gabbana, Tiffany, Gucci, Adidas, and Nike earned about $260 million from NFT sales by August 2022. This demonstrates the digital asset market’s strong revenue potential for quality projects.

For celebrities, NFT entry offers extra income and innovative branding channels. NFTs allow artists, athletes, and public figures to monetize their popularity and connect directly with fans.

However, data shows established brands with loyal client bases—like Nike, Adidas, Gucci, and Tiffany—have the highest success rates. Their brand strength translates well to digital assets, attracting customers willing to invest.

By contrast, celebrity NFT experiments yield mixed results. Many projects by artists and athletes fail to deliver long-term success due to limited market understanding and lack of value creation strategy for token holders.

In short, NFT success requires more than fame—it demands quality content, strategic community engagement, added utility for holders, and professional execution at every stage.

FAQ

What is an NFT? How do brand and celebrity NFT collections differ from standard digital assets?

NFTs are unique blockchain-based digital assets with distinct characteristics. Brand and celebrity NFTs are collectibles tied to specific works, unlike fungible cryptocurrencies. They offer verified rarity and ownership, making them valuable and unique.

How are NFT projects by major brands and celebrities performing? Which projects succeeded or failed?

Bored Ape Yacht Club remains popular with support from celebrities and brands. CrypToadz is successful thanks to an engaged community and charitable initiatives. Many early projects lost relevance amid volatility and waning interest.

What benefits and value do brand and celebrity NFT collections provide?

Brand and celebrity NFT collections grant exclusive access to content, products, and events, boost owner status, offer investment opportunities through resale, and foster fan communities with tangible economic value.

What risks come with brand and celebrity NFT projects? Why have some project values dropped sharply?

These projects face market volatility, speculative bubbles, and lack of real utility. Price drops stem from speculation, changing market trends, and limited long-term value. Success depends on heritage and cultural significance—not just hype.

What are the trends for the NFT market in 2024? Are brands and celebrities still releasing NFTs?

The NFT market continues to expand in 2024. Major brands like Nike and Starbucks are actively launching new collections. Celebrities are also participating, offering exclusive digital assets to fans. Demand remains strong, driven by growing interest in digital ownership and rare collectibles.