Web3's Next Phase: Brands Drive Adoption With Tokenized Experiences
The next phase of web3 adoption is set to be driven by tokens that unlock unique experiences, rather than purely speculative value. Legacy brands are poised to bridge this gap by connecting with consumers' passions, such as music and fashion, through web3 products.
Evan Kuhn, President of DeLorean Labs, advocates for discussing crypto in terms of its accessibility, likening it to the internet. Kuhn believes this approach will make web3 more relatable to the average person.
Regulation and institutional progress are indeed happening, but they alone cannot guarantee public engagement. Cultural resonance is also crucial. Web3's early adopters were drawn by speculation, but mass adoption requires cultural relevance.
Legacy brands are already embracing this shift. Paris Saint-Germain, for instance, has partnered with web3-native projects to release tokenized apparel and experiences, as seen in Roundtable's collaborations with major brands. Other cultural powerhouses like Adidas, Gucci, Breitling, and Nike are also using web3 to engage consumers with tokenized experiences.
DeLorean Labs is at the forefront of this movement. They are working on projects like the $DMC token and a vehicle reservation system built on Sui, partnering with brands such as Animoca Brands and Mysten Labs.
Tokens in web3 offer ownership and utility beyond traditional loyalty programs, granting access to events, merchandise, and fan communities. Legacy brands, by translating blockchain utility into meaningful consumer experiences, will drive web3's mainstream adoption. Trust in these established brands reassures hesitant consumers, making digital ownership feel safe and accessible.
