OliveX Fitness Metaverse, a digital health and fitness company has expanded its network of metaverse partners after signing three major physical, leisure and fitness activity brands to The Sandbox metaverse.
This move from the company sees it follow in the footsteps of other behemoth brands such as Warner Bros., Gucci and Adidas all of which have established themselves in the metaverse.
Olive X Fitness Metaverse will support the three brands – German fitness apparel brand Gym Aesthetics, industry-leading UK playground innovators PlayInnovation, and boutique fitness studio brand TRIB3 – by using The Sandbox marketplace to bring trademarked products into the metaverse in the form of NFTs. This will also see to the creation of branded experiences within the OliveX owned “Dustland” inside The Sandbox.
Gym Aesthetics appeals to not only aesthetics but also to functional needs of its customers globally. It’ll become the first sports clothing brand to feature within the OliveX Fitness Metaverse, a landmark decision that’ll turn their clothing and apparel into NFTs that can be purchased with The Sandbox.
PlayInnovation’s trademarked products and games will also make their way into the digital world, which will allow users of The Sandbox to explore and virtually play and interact with its products. TRIB3 is no stranger to cryptocurrency after revealing its newest franchised location in Madrid. The partnership is the next logical step for TRIB3 as it looks forward to bringing its studios, brands and products to life in the metaverse.
Director and Head of Commercial for OliveX, Andy Hall, stated, “This agreement with three fantastic, forward-thinking and engaging brands is another critical step forward as we continue to build the fitness metaverse. While developing blockchain fitness games and investing in the blockchain gaming space is critical to our business, another pivotal aspect to our strategy is to assist globally significant brands such as these in migrating their products to the metaverse. We’re delighted to have them on board and we cannot wait to bring them on this fast-moving and exciting web3.0 journey with us.”
Users will be able to visit the OliveX-owned 12×12 parcel of LAND and Social Hub that includes a marketplace for three partners trademarked NFTs and will provide a digital space for experiencing branded content. NFTs used inside The Sandbox allow players to enjoy their rewards across a wider range of games, and utility within the wider OliveX ecosystem.
The partnership will also see Football freestyler, TV presenter and PlayInnovation ambassador John Farnworth enter the Fitness Metaverse. Both Farnsworth, PlayInnovation and OliveX will work together over the next 18 months to launch Playinnovation’s products into the metaverse and encourage users to become active.
Featured Image: Kara Smart Fitness
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
