Legacy Brands: The Key to Web3’s Mainstream Adoption
Web3 has seen its highs. DeFi and NFTs drew in billions and millions of users. But after the initial excitement, adoption slowed. Exchange failures and unclear regulations pushed many away. While institutions continue to build, the average consumer hasn’t fully returned.
Speculation alone isn’t enough. For mass adoption, web3 needs cultural relevance. Products must connect with people’s passions like music, fashion, and community. This is where legacy brands come in. Companies like Adidas, Gucci, and Nike can bridge the gap using their trust and cultural capital.
these brands are already making moves in web3. Adidas partnered with Bored Ape Yacht club for tokenized wearables. Gucci accepted crypto payments and created blockchain-based collaborations. Breitling issued digital passports for its watches. These initiatives show how quickly people engage when digital assets have real-world meaning.
Legacy brands offer trust and cultural relevance. They can turn digital assets into experiences people actually want. A tokenized membership can grant access to events, merchandise, and fan communities. Unlike traditional loyalty programs, these assets are transferable and portable.
The next wave of adoption will be driven by tokens as gateways to experiences. Event access, merchandise, and fan memberships are areas where cultural brands can lead. Instead of asking about a token’s future value, the question becomes “what does it let me do today?”
Regulators and financial firms are building the infrastructure. But without cultural resonance, web3 risks becoming a system for traders and institutions, not the public. Legacy brands can introduce blockchain to millions who would never read a white paper but will claim a token if it connects to a favorite brand or experience.
Web3’s future will be shaped at the intersection of culture and technology. Legacy brands sit squarely at that intersection. They can translate blockchain utility into experiences that matter. If they step into web3 with clear utility and authentic experiences, they will drive the next adoption wave.
