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Diesel launches sneaker and NFT to make the brand COOL again

Diesel is launching a new sneaker, the Prototype, as the main source of rebranding. And the same is recreated as a Non-Fungible Token (NFT); as a limited edition NFT.

The sneaker is designed by Glenn Martens for the next year spring; reported by Yahoo Finance. The new Diesel sneaker is a step to appeal to the Gen-Z youth, also a move to refer to the cryptocurrency community and the NFT youth.

The new shoes feature asymmetric lacing and innovative rubber straps. The outsole tread and rubber lay across the bias-angled textured rubber strips.

Diesel has partnered up with the NFT startup platform neuno.io to recreate the Prototype 3D design as “digital fashion”. Moreover, The Prototype NFT launched today. And the company will start to export the physical shoe pieces in the respected stores in December. More colour options will be available in February 2022.

The pandemic partly accelerated the restructuring. I always say we did four turnarounds at the same time, changing the organization, changing our business model; rebuilding the go-to-market process in line with the ambitions of our new projects; introducing a new managerial structure with new teams, and a design turnaround with Glenn Martens.

Diesel’s statement

The company accounts for more than half of the OTB Group’s sales volume in the last financial year. OTB was founded by Renzo Rosso and includes; Maison Margiela; Jil Sander, Marni, Viktor and Rolf.

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