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Which Industry has the Most Brand NFTs?

5.0 | by Julia Ng

Especially with the NFT boom in 2021, an increasing number of brands have been jumping on the NFT bandwagon. Major brands are creating their own NFT collections and some are even entering into the Metaverse.

In this research study, we examine 'traditional' brands that have launched tradeable NFT collections since 2020, either independently or with a partner, and are headquartered in the United States or Europe with an international presence. ‘Traditional’ brands are defined as companies with core businesses selling products or services without relation to cryptocurrency or the NFT industry. These brands are subsequently categorized according to MSCI’s widely-recognized Global Industry Classification Standard (GICS)®, to identify the industry with the most number of brands launching NFT collections.

Apparel and Luxury Goods outpace all other industries, with the 19 out of 51 brands (37%) launching NFTs, since 2020

Out of 51 brands in the list, 19 brands (37%) are from the Apparel and Luxury Goods industry. Adidas fronts this sector with its ‘Adidas Originals into the Metaverse’ NFT collection, having a total trading volume of 47,000 ETH to date, since its launch in December 2021. Nike, Dolce & Gabbana and Gucci come after Adidas, with higher trading volumes amongst other brands in this sector. Puma’s Nitro Token and Nitropass, and Tiffany & Co’s NFTiff collection are the latest launches by brands in the Apparel and Luxury Goods industry, in August 2022.

The Media industry takes second place, with 17% of brands falling into this category

Time USA’s TIMEPieces NFT collection has the highest trading volume of 10,648 ETH amid brands in this sector. Other notable media companies with their own brand NFTs are Fortune, Reddit, Rolling Stone and Fox Corp.

Beverages, Food and Staples Retailing, Entertainment, Automobiles and Personal Products are industries with only four to five brands with their own NFT collection. Rounding out the list are Leisure Products, Household Products, Household Durables and Airlines – industries with only one brand with their own NFT collection.

Out of 24 industries in MSCI's Global Industry Classification Standard, only 11 were found to have experimented with launching NFTs

Some of the industries that have not explored nor dabbled with NFTs are Health Care, Construction, Utilities and Real Estate.

 
Industries No. of Brands with NFTs
Apparel & Luxury Goods 19
Media 9
Beverages 5
Food & Staples Retailing 4
Entertainment 4
Automobiles 4
Personal Products 2
Leisure Products 1
Household Products 1
Household Durables 1
Airlines 1

Methodology

The study examined ‘traditional’ brands that have launched tradeable NFT collections since 2020, either independently or with a partner, and thereafter are categorized according to MSCI’s Global Industry Classification Standard (GICS)®, to identify the industry with the most number of brands launching NFT collections. The MSCI’s GICS® was selected as it provides a comprehensive industry classification across all businesses.

‘Traditional’ brands are defined as companies with core businesses selling products or services without relation to cryptocurrency or the NFT industry. The brands reviewed in this study are headquartered in the United States or Europe, with a presence in at least one other geographical market.

This data set excludes:

  • Brands that indirectly ride on or passively endorse other NFT collections
  • Brands that launch a 1/1 NFT
  • NFTs that are non-tradeable, have never been traded or have no trading volume
  • Utility NFTs launched by brands, such as event tickets

When considering brands with multiple NFT collections, the total trading volume across all collections are taken into account.

In this study, the ‘Textiles, Apparel and Luxury Goods’ industry classification has been shortened to ‘Apparel and Luxury Goods’ for clarity of communication.

The 51 brands that meet the above criteria and considered in this study, are as follows:

Year Launched Month Launched Country Brand Industry based on MSCI's GICS Total Trading Volume
2020 June United States NBA Entertainment $971 million USD (ETH unavailable)
2021 February United States Taco Bell Food & Staples Retailing Not publicly available
2021 March United States Pizza Hut Food & Staples Retailing Not publicly available
2021 April Latvia airBaltic Airlines 26 ETH
2021 April United States Playboy Apparel & Luxury Goods 2,677 ETH
2021 July United States Coca-Cola Beverages 217 ETH
2021 July United States Warner Bros Media Not publicly available
2021 August France Louis Vuitton Apparel & Luxury Goods Not publicly available
2021 August United States Fortune Media 3,794 ETH
2021 September United States Burger King Food & Staples Retailing Not publicly available
2021 September United States Time Media 10648 ETH
2021 October United States Clinique Personal Products Not publicly available
2021 October Italy Dolce & Gabbana Apparel & Luxury Goods 4,757 ETH
2021 October United States Fox Media 103,761 USD (ETH unavailable)
2021 November United States McDonald's Food & Staples Retailing 0.5 ETH
2021 November United States Budweiser Beverages 1,615 ETH
2021 November United States Rolling Stone Media 268 ETH
2021 November United States Original Penguin Apparel & Luxury Goods 0.4 ETH
2021 November France Givenchy Apparel & Luxury Goods 49 ETH
2021 November United States Disney Media Not publicly available
2021 December United States Mattel Leisure Products Not publicly available
2021 December United States Pepsi Beverages 2,915 ETH
2021 December Germany Adidas Apparel & Luxury Goods 47,000 ETH
2021 December France L'oreal Household Products 14 ETH
2021 December United States Coach Apparel & Luxury Goods 4 ETH
2021 December Germany Porsche Automobiles 32.25 ETH
2021 December United States AMC Entertainment Not publicly available
2022 January Italy Gucci Apparel & Luxury Goods 4,623 ETH
2022 January United States Gap Apparel & Luxury Goods Not publicly available
2022 January France Balmain Apparel & Luxury Goods Not publicly available
2022 January United States Associated Press Media Not publicly available
2022 March United States MAC Cosmetics Personal Products 1 ETH
2022 March United States CNN* Media Not publicly available
2022 March Netherlands Heineken Beverages Not publicly available
2022 April United States Nike Apparel & Luxury Goods 7502 ETH
2022 April Switzerland Hublot Apparel & Luxury Goods 11 ETH
2022 April United States Paramount Entertainment $2.15 million USD (ETH unavailable)
2022 April United Kingdom Mercedes AMG-Petronas Automobiles Not publicly available
2022 April England McLaren Automobiles 829 ETH
2022 May Germany Audi Automobiles Not publicly available
2022 May Austria Red Bull Beverages Not publicly available
2022 June Italy Bulgari Apparel & Luxury Goods Not publicly available
2022 June United Kingdom Burberry Apparel & Luxury Goods Not publicly available
2022 June Italy Prada Apparel & Luxury Goods 21 ETH
2022 June France Lacoste Apparel & Luxury Goods 2,442 ETH
2022 June United States Macy's Apparel & Luxury Goods Not publicly available
2022 July United States Bose Household Durables 1,382 ETH
2022 July United States Warner Records Entertainment 1,382 ETH
2022 August United States Reddit Media 507 ETH
2022 August United States Tiffany & Co. Apparel & Luxury Goods 1,978 ETH
2022 September Germany Puma Apparel & Luxury Goods 581 ETH
2022 September Italy La Gazzetta dello Sport Media 0.35 ETH

*Update as of Oct 11, 2022: While originally considered in this study, CNN has been omitted in light of the announcement that they will be shuttering its NFT project, Vault by CNN, as of Oct 11, 2022.

 


If you use these insights, we would appreciate a link credit to this article on CoinGecko. A link credit allows us to keep supplying you with future data-led content that you may find useful.

Curious to find out more about our previous research studies? Check out this one we did on Why People Buy or Trade NFTs.

Tell us how much you like this article!
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Julia Ng
Julia Ng

Julia leads Growth at CoinGecko and is passionate about onboarding more women onto Web3. That said, she is generally poor at timing the market, so she DCAs for safety. Follow the author on Twitter @ngxinyajulia

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