Lacoste Enters Web3 Ecosystem With 11,212 UNDW3 NFTs

The French luxury brand Lacoste steps into the web3 ecosystem with the launch of UNDW3 (pronounced underwater). UNDW3 is an NFT-based project that will enable the Lacoste community to participate in accelerating the brand’s fashion-sport vision.

As a preamble, Lacoste rolled out its UNDW3’s Discord server on June 6 to inform each community member about the real-time development in Lacoste’s web3 universe. The Discord server has seen over 30,000 subscribers in just 48 hours from launch.

Lacoste’s first NFT collection consisting of 11,212 images of iconic Lacoste crocodiles emerging from the water drops on June 14 via UNDW3. The NFTs are priced at 0.08ETH (approximately $100).

Even though UNDW3 offers only 11,212 NFTs, Lacoste has set a raffle for its NFT collectors wherein 13,000 can join and mint NFTs. The number of NFTs represents their trademark L.12.12 polo shirt, which was designed by René Lacoste, the French tennis player and founder of the brand, in 1933.

Additionally, the UNDW3 NFT collectors will get physical and digital benefits from the crocodile emblemed brand. Speaking of the UNDW3 launch, the Chief Brand Officer of Lacoste, Catherine Spindler, opined:

UNDW3 attests to our desire to accompany the phenomenon of decentralization driven by Web3 and bears witness to our ambitions in this area as well as to the power of our brand — to bring together our communities and connect cultures around the crocodile, a true rallying sign throughout the world, by proposing an experiential, interactive and co-creative universe, in the image of Lacoste’s creativity and avant-gardism.

With UNDW3, Lacoste joins other luxury brands, including Gucci, Louis Vuitton, Philipp Plein, and others, to enter the emerging web3 ecosystem through their NFT launches. However, this is not Lactoste’s first step into the web3 arena. Earlier this year, Lacoste collaborated with Minecraft to launch their first immersive project in the virtual world, named Croco Island.