FIFA CHAIN IS COMING but is that a good thing?
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It feels exciting…
It looks promising…
But deep down, you know it’s probably not real.
That’s how I feel every time a big Web2 brand enters Web3.
Nike buys RTFKT?
Starbucks launches NFTs?
FIFA builds a whole damn blockchain on Avalanche?
On paper, these are headline moments.
In reality, most of them age like milk.
Let’s break it down.
👟 Nike x RTFKT: The Hypebeast Hologram
Nike acquired RTFKT in 2021. It was like the metaverse finally got its Jordans.
They made $185M in digital sneaker sales.
For a moment, it was the cool kid at the Web3 lunch table.
Then… silence.
By late 2024, RTFKT announced it was shutting down.
No farewell tour. No retro drop. Just fade to black.
A huge brand. A hot narrative.
And still—no community strong enough to keep the lights on.
🎮 GameStop x Immutable: The Meme That Missed
GameStop jumped into Web3 in 2022 with Immutable X.
They even pledged $100M to build out the ecosystem.
But here’s what they didn’t build: a reason for anyone to care.
Volume died. Hype vanished. Community? What community?
It was the kind of move that looks great in a quarterly report…
But no one logged in twice.
🎯 Ubisoft x Champions Tactics: High Effort, Low Emotion
Ubisoft? Oh, they tried.
They dropped Champions Tactics in 2024. NFTs were going for up to $64K.
It had mechanics. It had a roadmap. It had that corporate polish.
But what it didn’t have?
A community that actually wanted to play.
Turns out, gamers don’t like the phrase “blockchain integration.”
Especially when it smells like a cash grab.
⚽ FIFA x Avalanche: The World Cup Chain Nobody Asked For
In 2025, FIFA said “screw it, let’s just build our own chain.”
So they did—on Avalanche.
It’s sleek. It’s Layer 1. It’s got “digital fan engagement” written all over it.
But… haven’t we seen this movie before?
They launched on Algorand in 2022. That went nowhere.
So this time they’re making their own sandbox.
Smart move? Maybe.
But if there’s no loyal user base, it’s just a shinier ghost town.
☕ Starbucks Odyssey: Your Grande Latte, Now with NFTs
Launched in late 2022, Odyssey was Starbucks’ way of “gamifying loyalty.”
Journey stamps. NFT badges. Virtual classes.
The Web3 crowd said, “Innovative!”
Starbucks customers said, “Huh?”
Most people ordering a Frappuccino have no clue there’s a blockchain involved.
This was never mass adoption. It was a UX experiment hidden behind foam.
👑 Gucci, Adidas & Friends: Metaverse Makeovers That No One Wears
Gucci and Adidas both made loud entries into the metaverse in 2021.
They sold out NFTs, bought land in The Sandbox, and gave fashion a pixelated facelift.
And today?
It’s like they all went on vacation to Web3…
Took some selfies…
Then ghosted.
These weren’t long-term moves.
They were brand campaigns in digital disguise.
🚨 So What’s the Point of All This?
You might be thinking:
“Okay, but doesn’t any big brand activity help Web3?”
Yes. And no.
It helps with perception.
But it hurts when we confuse that perception with progress.
You can’t build a sustainable space on press releases and celebrity endorsements.
You build it by showing up, listening to users, and actually shipping value.
Big brands are tourists.
Builders are residents.
And residents make the rules.
🧠 The Hard Truth (and the Good News)
Most Web2 brands entering Web3 are here to experiment, not to commit.
They’re here for the headlines, not the trenches.
But even failed experiments are useful:
They give us credibility (yes, even when they flop)
They bring new eyes, some of whom stick around
They show what not to do (thanks GameStop)
Web3 doesn’t need brands to save it.
It needs time, better onboarding, and more authentic builders.
🔮 My Prediction?
In 3 years, the most successful Web3 brand won’t be Nike, FIFA, or Starbucks.
It’ll be some unknown team you’ve never heard of—
Building quietly.
Listening daily.
Shipping relentlessly.
Until then… enjoy the show.
But don’t mistake fireworks for foundations.