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NFTs and social capital: How projects are collaborating to the mutual benefit of the entire sector

Behind every successful NFT project stands a strong community. Here’s how creators and community members are collaborating with thought leaders, marketplaces and brands to strengthen their project’s fundamentals.
On Dec. 2, 2021, Bored Ape Yacht Club (BAYC) amassed the attention of culture driven athletic brand, Adidas and cemented their partnership raising both its notoriety and value. RTFKT studios was acquired by Nike and has also garnered the community’s attention by airdropping the first Nike NFT, MNLTH. The MNLTH airdrop lives up to its name as RTFKT introduces a new concept to NFT reveals since the community triggers it. The MNLTH NFT is only revealed once the community collectively completes all the quests to which members are speculating whether the contents are Nike goods. RTFKT is a premier digital brand. Their combo of tech & culture understanding made them a great fit for Nike. The first co-branded NF

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