OKX and Manchester City launch ‘Unseen City Shirts' featuring re-designed jerseys as digital collectibles
CRYPTO exchange OKX and Manchester City have launched a collection of commemorative club jerseys with exclusive re-designs that can also be minted as digital collectables.
OKX, the official sleeve partner of the Premier League champions, today made available the first of two 'Unseen City Shirts' digital collectibles, called 'The Roses and the Bees' and designed by artist Christian Jeffery.
In a homage to Manchester, the shirt includes the Lancashire rose and the Manchester worker bee - an emblem of the city for generations.
Between now and April 25, fans can mint their 'Unseen City Shirts' digital collectible here on the OKX Marketplace within the app. Each collectible minted will randomly be assigned a rarity level - Classic, Rare or Ultra Rare.
Depending on the rarity of the digital collectible, fans have a chance to win exclusive prizes including a limited-edition physical version of the specially designed football shirt, hospitality tickets to a Manchester City match and a play-on-pitch experience.
A second digital collectible shirt featuring another unique design - and more prizes - will become available on April 29.
“As an official partner of Manchester City since 2022, we want to capture the imagination and incite the passions of the club's global fans, many of whom are curious about the value that Web3 can bring to their lives," said Haider Rafique, OKX's Chief Marketing Officer.
"The 'Unseen City Shirts' campaign allows us to engage them in an authentic way that is true to OKX’s values, taking something familiar and reimagining it with the help of creativity, technology and innovation."
City Football Group’s Chief Marketing and Fan Experience Officer - Nuria Tarré - said the club aimed to be at the forefront of the use of emerging technology to enhance fan experience.
“The metaverse and Web3 are part of our innovative technology strategy and provide an exciting opportunity as we continue to offer touchpoints for fans in this emerging space, with digital collectible drops and metaverse-based experiences launched in recent years by the club," she explained.
"By collaborating with OKX, we continue to deliver unique, creative and innovative activations; we hope our fans enjoy this latest instalment with OKX.”
OKX's partnership with Manchester City began in March 2022, then expanded in July 2022 when the Web3 platform became the club's official training kit partner for the 2022/23 season. In June 2023, OKX was named the club's official sleeve partner in a new multi-year agreement.
The partnership has introduced the brand and digital assets to millions of football fans around the world through innovative Web3 experiences such as the OKX Collective, and the recently launched ‘my fabric’ episodic campaign, featuring Manchester City’s OKX global brand ambassadors Jack Grealish, Rúben Dias, Alex Greenwood and Ederson.
