Gap is taking its first step in the NFT space with Frank Ape. In a new spin on the NFT game, Gap’s digital collectibles come in large quantities, contain a gamification element, and are affordable—making them (potentially) more appealing to the digitally-connected next gen. Brandon Sines (the artist behind the Frank Ape cartoon that appears on enamel pins and skate decks) designed the digital collectibles based on Gap’s signature hoodie, and the brand chose Sines for its first collab in the NFT space because his art is focused on positivity and equality—two aspects embedded in Gap’s mission of “spreading modern American optimism.” The NFTs come in four tiers based on pricing and availability—common, rare, epic, and one-of-a-kind. The common set drops January 13 for 2 tex (around $8.30), and the other tiers will go live over the next two weeks. For a gamified twist, the common and rare collectibles ($24.90 each) give consumers a chance to snag a physical Gap x Frank Ape by Sines hoodie along with epic-level NFTs (which go for about $415 a piece). Gap says it plans to work with more creators for future digital experiences. YPulse told you how NFTs / the metaverse were marketing trends that took over 2021, and as young consumers learn more about them, taking an experience-first approach is vital. (Marketing Dive)
