Gap partners with DOGAMI to release pet-themed NFTs

French NFT brand DOGAMI announces a new collaboration with Gap that will enable users in the “petaverse” to deck out their virtual pets with Gap-logo hoodies and other NFT swag, beginning July 27.

In-game virtual apparel, aka wearables, will become available in three-item packs that DOGAMI players can bid on and use to improve their game play and barking rights. The full line covers the four levels of scarcity in the DOGAMI game – Rare, Epic, Legendary and Artefact.

The NFT drop on the DOGAMI website will be made exclusive to Gap Threads NFT holders for 24 hours. After that, they’re open to the general public. The virtual collection of doggie threads will also be tradeable on Tezos blockchain marketplaces.

DOGAMI is an augmented reality play-to-earn mobile game. Players adopt and raise their 3D virtual pet, earning “$DOGA” currency as they play.

Why we care. Fashion in the real world lends itself to virtual wearables in the metaverse. Gap has already embarked on an integration with Club Roblox in a virtual environment, as well as NFT collaborations with Harlem fashion icon Dapper Dan and artist Demit Omphroy.

The DOGAMI drop unlocks Gap loyalists who are also into mobile AR games and like dogs. As the brand does more of these, they add value to their core Gap Threads NFT holders. That’s the next step once a brand has experimented with NFTs – building Web3 loyalty and momentum.

Read next: Why marketers should pay attention to NFTs

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.