Phygital Luxury Sneakers – The Dior B33 Sneakers Use NFC Tech to Link to a Digital Twin (TrendHunter.com)

Just 470 pairs of the new Dior B33 sneakers are set to drop in early July, complete with NFC technology that allows owners to link the physical luxury item to a digital twin. Each sneaker includes an encrypted key that links to a “personal, secure platform offering dedicated services,” according to Dior. This platform is a place where users can verify the authenticity of their sneakers, access additional information on the way the shoes are made, and keep up to date on upcoming launches.

Shortly after the release of the new Dior B33 sneakers, the luxury label plans to introduce more versions of the sneakers with unique colorways.

Digital twins enhance the value of physical goods and this has piqued the interest of a new generation of collectors who are drawn to phygital items that provide a sense of ownership in both physical and digital realms.