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Team GB & Ben Sherman Produce The First Olympics Team NFTs
By Ell Ko, 27 Jul 2021
Video screenshot via Team GB
With Tokyo 2020 now in full swing but missing spectators, Team Great Britain has come up with a solution to allow fans to still engage with the Games. In partnership with clothing brand Ben Sherman and NFT provider Tokns, the Team has plans to create its own NFT (non-fungible token) store
This partnership is scheduled to run from the beginning of the Summer Games to the end of the Winter Games held next year in Beijing, celebrating the 125-year history that British Olympians hold at the Games. There’s also a special piece dedicated to celebrating gymnast Max Whitlock and his two gold medals won at Rio 2016.
“Particularly following the announcement that there will be no fans or spectators present at the Games, we are delighted that we can provide moments digitally that will be available for fans and collectors,” Tim Ellerton, Team GB Commercial Director, said in the press release.
Ben Mosley, Team GB’s Artist-in-Residence, is producing a series of paintings, one for every day of the Games. The wall paintings will “capture the most inspiring moments” from the previous day’s events. At the end of every day, they’ll then be “bundled” with physical and experiential additions before being minted and auctioned off. The experience is an innovation in art purchasing: the mural painted, digitized, minted to the blockchain, then sold.
“Team GB have shown ingenuity and foresight to become the first ever Olympic team with its own NFT marketplace,” Tokns cofounder Matthew Baxter and Jamie Tedford commend. “With this launch, we're one step closer to achieving our mission of democratizing and demystifying NFTs.”
NFTs have surged in popularity as of late and its values are peaking beyond what they ever have before, which makes this collaboration a timely release. The Team GB NFT program is also planned to be carbon net positive.
Fans can also take part by visiting the Team GB Medal Moments Studio on Carnaby Street, London. Pictures taken at the location will also be used to create a mural that will—you guessed it—be rendered, minted, and auctioned as an NFT when the Games draw to a close.
[via WWD, cover image via Team GB]
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