Gap has announced the global launch of its first collection of NFTs to bring its brand and products to new and existing customers.  

For this launch, the brand is introducing a gamified digital experience celebrating creatives and giving customers the unique opportunity to own a limited edition, collectible Gap hoodie.  

"With this partnership with Gap, the creative cycle has come full circle as it allows me to express the beautiful messages of Frank Ape while collaborating with one of the most classic brands in history," says Brandon Sines, artist, Frank Ape. "I cannot wait to share the physical and digital pieces we've been working on with Gap and Frank fans worldwide."  

"Gap has always been at the intersection of music, art and culture, so we are excited about this growth opportunity in the digital space with artists like Brandon Sines," says Chris Goble, chief product officer and general manager, Gap North America.  

Gap has chosen to leverage Tezos, an open-source blockchain, to create the customer experience.  

Available exclusively on gap.com/nft, Gap's digital collectibles will feature four levels: Common, Rare, Epic and One of a Kind. The first level, Common, will be on sale starting today until 8:59 a.m. PST on Jan. 15. 

Additional drops will be available over the next two weeks: Rare on Jan. 15, Epic on Jan. 19 and the One of a Kind on Auction on Jan. 24. The digital collectibles will be available on a first-come, first-served basis, with limited editions at the Rare and Epic levels.  

The gamified experience encourages customers to collect Gap hoodie digital art at the Common and Rare levels to unlock the opportunity to purchase the Epic limited edition digital art by Sines and a physical Gap x Frank Ape by Sines hoodie.   

"As part of our mission to create enduring customer relationships, our teams are constantly innovating," says John Strain, chief digital and technology officer, Gap. "We are excited about the possibilities that a more planet-friendly blockchain technology can unlock for us and all the new ways it will enable us to connect with our customers."