# Customer Loyalty Partnerships tokenproof and adidas Announce a Strategic Long-Term Partnership By Kalin Ned | Published 2023-05-30 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/tokenproof-and-adidas References: [twitter](https://twitter.com/saintpablonft/status/1650627812032651266?s=46&t=7BTKVxXF_dx0obsNWX7ZkQ) & [footwearnews](https://footwearnews.com/2023/business/athletic-outdoor/adidas-tokenproof-partnership-web3-nft-1203459819/)  tokenproof and adidas are "ushering a new era of loyalty and rewards for all consumer brands with a strategic three-year partnership. The collaboration began with the integration of tokenproof's [secure authentication technology](https://www.trendhunter.com/trends/verification-system) into [adidas’](https://www.trendhunter.com/trends/adidas-canada) CONFIRMED app. Fans of the sportswear brand will know that this mobile platform gives consumers early access to [adidas'](https://www.trendhunter.com/trends/adidas-5) newest products and limited drops. According to tokenproof and adidas, "the integration will allow ALTS by adidas NFT holders to securely access holder-only collaborations and purchase certain designer merchandise like never before." Collaborations in consumer loyalty in the digital age are key for brands to enhance their presence in these environments. For example, through its partnership with tokenproof, a company considered to be "an indisputable leader in tokengating solutions," adidas is able to supercharges its web3 presence and "break ground within [its] industry." Image Credit: Luis Aguilar (@Luaggz) ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 83% | Activity: 85% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Multimedia](https://www.trendhunter.com/multimedia) ## Key Themes ### Key Themes Behind This Trend - **Collaborative Loyalty Programs:** Tokenproof and Adidas' partnership sets a precedent for collaboration and partnership between consumer brands aimed at enhancing their presence in digital environments. - **Secure Authentication Integration:** Tokenproof's secure authentication technology integrated into Adidas' CONFIRMED app is likely to inspire innovation in the integration of security solutions into loyalty programs. - **Holder-only Collaboration:** The integration of tokenproof's technology will enable Adidas NFT holders to purchase in-demand merchandise previously unavailable, providing marketing opportunities for other consumer brands to offer similar programs. ### Where This Applies - **Sportswear:** Consumer brands in the sportswear industry can learn from the Adidas-tokenproof collaboration, benefiting from enhanced digital loyalty solutions and potentially securing a competitive edge in the market. - **Retail:** The retail industry can leverage partnerships similar to Adidas and tokenproof's to secure digital consumer loyalty, and develop loyalty programs that incorporate secure authentication solutions. - **Authentication Technology:** The integration of tokenproof's authentication technology potentially opens the doors for innovations in secure authentication within the loyalty program sector. ## Related on Trend Hunter - [Loyalty Platform Partnerships](https://www.trendhunter.com/trends/team-liquid-loyalty-platform.md) - [Web3-Driven Loyalty Programs](https://www.trendhunter.com/trends/hugo-boss-1.md) - [Blockchain Loyalty Programs](https://www.trendhunter.com/trends/fnatic-pioneer.md) - [Web3 Loyalty Clubs](https://www.trendhunter.com/trends/scotch-soda1.md) - [Sports Fan-Focused Loyalty Currencies](https://www.trendhunter.com/trends/loyalty-currency.md) - [Co-Branded NFT Sneakers](https://www.trendhunter.com/trends/stepn-x-adidas-genesis-sneakers.md) - [Customer-Led Loyalty Programs](https://www.trendhunter.com/trends/the-iconic.md) - [Web3 Loyalty Programs](https://www.trendhunter.com/trends/wow-bao-digital-collectibles.md) - [Sports Metaverse Partnerships](https://www.trendhunter.com/trends/wagmi-united.md)