Big Brands Are Biggest NFT Winners

Big brands are flipping the Web3 script. According to Dune Analytics, Nike, Gucci, Dolce & Gabbana, Adidas, and Tiffany have amassed a combined $260 million in NFT sales, royalties, and secondary sales. The most interesting (and important) thing about this statistic is that brands, by their very nature, are centralized authorities. If you’re wondering why this matters, pure play NFT collections (such as Bored Ape Yacht Club or CryptoPunks) and single, unique NFTs (such as Nyan Cat or Beeple) are minted (created) using protocols where the unique selling principle is decentralization, meaning they can be bought, sold, and traded in a trustless environment.

While the sample set is pretty small – and it’s just a revenue list – the key takeaway for me is that these brands are successfully using NFTs to create additional value (cash and data) from their intangible assets (trust, story, promise, etc).

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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