Los NFT como puerta de entrada a la adopción generalizada de Web3: las alianzas estratégicas de marcas y el crecimiento impulsado por los consumidores de la cadena de bloques

The evolution of NFTs from speculative digital assets to tools for brand engagement and community-building has reshaped the Web3 landscape. Over the past three years, major brands have leveraged NFTs to bridge the gap between physical and digital ecosystems, creating utility-driven experiences that resonate with consumers.

. This shift-from hype to practicality-has been catalyzed by strategic brand partnerships, which are now central to Web3's mainstream adoption.

Strategic Partnerships: From Digital Collectibles to Ecosystems

Brands like Nike, Gucci, and Starbucks have redefined NFTs as more than just collectibles. Nike's .Swoosh platform, launched in 2023, allows users to design, trade, and redeem digital sneakers for physical counterparts, blending creativity with commerce. Similarly, Gucci's "Gucci Town" on Roblox created a digital piazza where users could explore virtual fashion and interact with the brand in novel ways according to research. These initiatives highlight how NFTs are being integrated into existing brand ecosystems to foster loyalty and drive engagement.

The shift to Polygon as a preferred blockchain infrastructure underscores the importance of scalability and accessibility. Over 79 brands launched NFTs on Polygon in 2023 alone, drawn by its low fees and fast transaction speeds. This move reflects a broader industry trend: brands prioritizing user experience over speculative value. For instance, Crocs' collaboration with Doodles combined physical products with NFTs, offering customers a hybrid ownership model that enhances perceived value.

Consumer-Driven Growth: Metrics and Utility

The success of these partnerships hinges on real-world utility. By 2025, NFTs had evolved into tools for loyalty programs, event access, and decentralized communities. Starbucks' Odyssey program, for example, used NFT "stamps" to reward customers with exclusive experiences, achieving a 40% increase in engagement for participating brands. While the program was discontinued in 2024 due to low adoption, it demonstrated the potential of gamified NFTs to deepen customer relationships.

Data from 2023–2025 reveals a maturing market. Daily active NFT wallets averaged 410,000 in 2025, with 52% of transactions occurring on secondary markets-highlighting the importance of post-mint engagement. Brands that integrated NFTs into loyalty frameworks reported a 25–35% uplift in repeat purchases, proving that utility-driven NFTs can yield tangible returns.

Challenges and Lessons Learned

Not all experiments have succeeded. Starbucks' Odyssey program faced criticism for its complexity, requiring users to navigate multiple steps to redeem rewards. This underscores a critical lesson: NFTs must align with consumer behavior to avoid friction. Successful programs, like Nike's .Swoosh, emphasize simplicity and tangible value-such as redeemable physical goods or exclusive event access.

The market's growth also reflects a shift in consumer priorities. By 2025, the global NFT market was valued at $608.6 million, with a projected CAGR of 18–19% from 2020 to 2025. This growth is driven by real-world applications, including tokenized real assets and decentralized identity solutions, which are redefining traditional business models according to Deloitte.

The Future of Brand-Driven Web3 Adoption

As brands continue to experiment, the focus is shifting toward decentralized ownership and AI integration. Over 315 brands launched 526 Web3 projects in 2022–2023, with 40% lasting beyond a year-a sign of sustained interest. The rise of AI + Web3 roles, which grew by 60% since late 2024, further signals a maturing ecosystem.

For investors, the key takeaway is clear: NFTs are no longer a niche trend but a foundational layer of Web3 adoption. Strategic brand partnerships are driving this growth by creating value for both consumers and enterprises. As institutions and regulators provide clearer frameworks, the next phase of Web3 will likely see even deeper integration of blockchain into everyday commerce.

Conclusion

NFTs have transitioned from speculative assets to essential tools for brand engagement and customer retention. By prioritizing utility, accessibility, and community-building, brands are laying the groundwork for Web3's mainstream adoption. For investors, this represents a unique opportunity to capitalize on a market that is no longer about hype but about real-world impact.