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

On Dec. 2, 2021, Bored Ape Yacht Club (BAYC) amassed the attention of culture-driven athletic brand Adidas (OTC:) and cemented their partnership, raising both its notoriety and value. Meanwhile, RTFKT Studios was acquired by Nike (NYSE:) and has also garnered the community’s attention by airdropping the first Nike nonfungible token, MNLTH.

The MNLTH airdrop lives up to its name, as RTFKT has introduced a new concept to NFT reveals: The community triggers it. The MNLTH NFT is only revealed once the community collectively completes all required quests, with members speculating whether the contents are Nike goods.