In early June, every Genesis Pass NFT from Lacoste’s Genesis NFT collection had an identical design. But as a fashion company, unique aesthetics are important, so their NFTs are getting an upgrade – one that goes way beyond looks. The Genesis Passes have now evolved into the UNDW3 card (pronounced “underwater” map), marking a shift in the brand’s approach to community engagement.
The upgrade to UNDW3 cards allows holders (who call themselves “crocodiles”) to change the rarity, value and appearance of their NFTs through interactive on-chain and off-chain activities. The more holders participate, the more features and utilities they unlock for their NFT. Lacoste calls these activities “The Mission” and the first season is already underway.
Let’s take a look at how Lacoste got this far, where they see their NFT collection going and how you can become a crocodile yourself.
History of the Genesis Passes
Never straying from its tenacious namesake, the iconic French fashion brand launched its Genesis Pass NFTs in June 2022. The 11,212 NFTs sold out to over 8,000 unique collectors. At the time of writing, the Genesis Pass Collection has a trading volume of over 3,780 ETH.
Since its inception, the Genesis Passes offer an unprecedented co-creation journey with their NFT holders.
In June, Lacoste offered an exclusive experience to 50 NFT holders by inviting them to enjoy the Roland-Garros tennis tournament from the prestigious Lacoste Skybox. Participants were treated to an exclusive gift bag with a custom polo, a dinner and cocktail experience. This was preceded by a similar event at the Miami Open in March.
Holders also had the opportunity to be part of a unique community event at Lacoste’s flagship store in Paris, in the heart of the famous luxury shopping district of the Champs-Élysées.
True to its roots as a clothing company, Lacoste has masterfully integrated fashion into its community involvement. In October 2022, the company launched exclusive merchandise for holders, with designs created by the community. Later that year, Lacoste partnered with fashion VR platform Emperia to roll out a virtual store, an exclusive digital space where specific NFT holders could access merchandise.
But perhaps one of the most exciting moments for the community was when founder René Lacoste’s old friend, Henri de Gayettes, appearance on the community’s Discord server. His involvement not only caused a stir in the community; it symbolically bridged the gap between Lacoste’s storied past and its innovative digital future.
The Lacoste Experience through UNDW3
With their history of co-creation and community in mind, Lacoste is once again poised to disrupt the status quo. With the UNDW3 card, they’re not just releasing another NFT collection – they’re pioneering a dynamic new model of brand engagement, leveraging the power of Web3 technology.
Genesis Pass holders can upgrade their NFT to a dynamic UNDW3 card. Once they make that leap, holders gain access to a wide variety of exclusive experiences, including access to Lacoste’s Waterverse, the UNDW3 wardrobe, prestigious IRL tennis events, and voting rights on community issues.
However, unlike other NFT collections, holders can level up their NFTs by participating in The Mission, which consists of both digital and “off-chain” in-person events, including quests, online games, discord entry, AMA entry, riddles and more .
But the UNDW3 card goes beyond the typical attendance NFTs (also known as POAPs): it is a living record of a proprietor’s active involvement with the brand, recording all activities in the chain. Holders earn points, which then change the image of the NFT based on the holder’s rank, providing a concrete visual representation of their contribution to the community.
In a press release, Lacoste stated: “We firmly believe that the future of brand loyalty extends far beyond transactional interactions. The UNDW3 card celebrates a broader spectrum of brand engagement, including creativity, conversation and gaming.”
It’s clear that Lacoste sees Web3 as a playground for innovation. By inviting their community into the creative process, they demonstrate their commitment to a future where brand loyalty is much more than just purchases: it’s about participation, creativity and shared experiences.
How can you participate in The Mission?
Starting June 29, members of the Lacoste NFT community – crocodiles, if you will – will be able to claim their first points based on their Discord activity from the previous year. This rewards the community’s initial supporters and serves as an incentive for continued involvement. The season ends in December when the 200 most engaged community members are rewarded with new and exclusive experiences.
After plugging in their wallets, holders gain access to numerous utilities, including creative sessions, video games, interactive conversations, and even weekly sweepstakes where they can win merch, NFTs, and extra points.
As each season progresses, users will see their NFT evolve in real time. As such, each UNDW3 card is a living, evolving reflection of each holder’s commitment to the Lacoste brand. This is more than a loyalty program – it’s a journey to the heart of Lacoste’s vision for a more interactive, innovative and collaborative future.
