By Jalaja Ramanunni
Chalhoub Group is taking a super-niche route to launch its brand of sneakers, Sol3mates. The new brand is targeting the intersection between sneakerheads, on one hand, and Web3 and NFT enthusiasts, on the other.
Sol3mates, pronounced ‘soulmates’, is Chalhoub Group’s new luxury, Web3-native sneaker brand that looks into disrupting current industry norms.
Campaign Middle East asked if launching NFTs helped to set the brand apart in an overcrowded sneaker market, Nick Vinckier, Co-Founder and CEO, Sol3mates, said to Campaign, “100 per cent. The Web3 angle is a very big reason for the traction we see. If we announced that Chalhoub group is creating a new sneaker
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