Nonfungible tokens (NFTs), once associated primarily with digital art and exclusive memberships, are now being embraced by traditional German companies as a means to innovate and market their products and services. Deutsche Post, the German postal service, is set to release collectible stamps with accompanying NFTs, allowing stamp ownership to be represented digitally. Lufthansa has introduced an NFT loyalty programme on the Polygon network, turning travel experiences into NFTs that can be redeemed for rewards. Adidas and Hugo Boss are using NFTs to engage with their communities, offering limited-edition digital sneakers and exclusive NFT clothing items. Mercedes-Benz is launching NFT collections that reinterpret its iconic designs. Even German food brands like Ritter Sport, Katjes, and Haribo are entering the NFT world to engage with a tech-savvy audience. This shift underscores NFTs’ growing role as mainstream marketing tools that bridge the virtual and physical worlds while building new communities.
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