Lacoste Introduces UNDW3 Card for an Innovative Experience
June 15, 2022, marked the start of our thrilling journey into the realm of Web3, unlocking its potential to revolutionize the future of fashion. Today, after a year of walking alongside you, it’s time for us to take a leap forward. We’re proud to introduce our new initiative: The Mission.
1 year at your side
The Underwater Family has grown to an incredible +50k active members since we launched the Genesis Pass collection and its 11,212 NFTs.
Since then, your creativity has been a catalyst for innovation. Together, we’ve co-created The Emerge, our second NFT collection. These 11,212 NFTs act as PFP’s and symbolize the virtual ideation of our diverse community, some of whom we’ve had the pleasure to meet at various UNDW3 events in Paris, New York, and at the Miami Open and Roland-Garros.
Our community is not only global, but also transcends borders, a characteristic we celebrated in the festive season of 2022 with our Holidays Virtual store event.
In 2023, we unveiled the Factory, a collaborative space where creators and our community can ignite innovation. Guided by Henri de Gayettes, the mastermind behind many of Lacoste's pivotal innovations, we're co-creating with the UNDW3 community to produce exclusive collections, craft both physical and digital experiences, exclusive content, and explore digital worlds.
The “Factory Drop”, an AR-enriched and digitally-doubled exclusive collection co-designed by our community in February and March, is the first concrete manifestation of Henri’s inventive legacy in this new era.
Our anniversary thread spotlights the key milestones from our inaugural year in the Web3 universe, a testament to our shared innovation.
We’re ready to innovate again, honoring the uniqueness of each one of you with the launch of the UNDW3 Card, our dynamic community membership card. Are you ready for your new mission? The stakes are higher than ever!
It’s merely the beginning…
While our 51,000 members share a love for our brand, we recognize that each of you brings unique contributions to our community. To allow you to fully express your individuality and potential, we’re transforming the Underwater experience to be more interactive than ever before.
Your existing Genesis Pass is now updated into the UNDW3 Card. This tool will not only grant you complete access to our revamped site, but also reward your community activity with exclusive perks.
Our new journey will unfold in several chapters, and surprise: the first chapter has already begun! Welcome to The Mission.
Continuing our Adventure, we introduce: The Mission
From now until December 2023, you’re part of “The Mission, Season 1”, a multi-chapter saga, with the first chapter already underway. If you’re familiar with us, you know we value and reward active participation. The Mission is no different. However, here, your active involvement in various activities and tasks will help you climb the leaderboard, earn an increasingly unique dynamic NFT, and unlock more exclusive rewards!
The Mission offers extra utilities linked to holders activity and performance within The Mission program. The higher you get on the leaderboard, the rarer and the more valuable your NFT becomes.
Here are some ways to earn points and ascend the leaderboard:
- Engage actively within the Discord community
- Solve quests and quizzes
- Attend IRL and virtual community events: AMAs, physical meetups, and so on
- Contribute to the Factory though creation and vote
Members holding at least 6 “UNDW3 Card” NFTs will receive additional bonuses:
The top 200 committed members will be rewarded with exclusive experiences based on their ranking.
Don’t worry if you can’t complete all the tasks — we’ve still got you covered! Each week, all participants in “The Mission” will be entered into a raffle for a chance to win Lacoste products, NFTs, or even leaderboard points.
Moreover, you can start collecting points right away for Chapter 0! Yes, there is a Chapter 0!
Chapter 0, Your points, Your LEGACY
Chapter 0, titled “Your points, Your LEGACY,” is our tribute to the invaluable contribution you’ve made to the growth of the Underwater community. Be it your participation in our Discord, attendance at previous AMA's, your Discord Roles such as your activity-based role, or the Factory roles you earned during Henri’s co-creation activities.
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All these have earned you points to kick-start your journey up the leaderboard. So make sure you collect them before August 12th. Chapter 1 has been in progress since early July, packed with some gamified quests, creatives contests, quizzes, and more. This is a new opportunity for each of you to shape your future and impact the Underwater community.
The UNDW3 Card Experience has been unfolding according to the following milestones:
- June 28th: The Mission website opened with Chapter 0: “Your Points, Your Legacy”.
- July 5th: Season 1, Chapter 1: “All about Questing”.
- September: Your UNDW3 card will be dropped in the deep sea. Faced with submarine temperatures, it will evolve in a dynamic version reflecting your OG and The Mission scores.
We firmly believe that the future of brand loyalty transcends mere transactional interactions. We’re incredibly excited to launch the UNDW3 card and a host of novel activities designed to fully harness the potential of NFTs, blockchain, and Web3 tools. We can’t wait to see how you navigate these challenges in the coming months and wish you all the very best.
Your turn to play!
