Keystone Law has advised consumer and fan engagement technology company Equitbl, in collaboration with the global sports brand Umbro on entering Web3, the blockchain-based web portal, with the launch of its first-ever digital collectibles.

The Web3 experience supports the recently launched The Nations’ Collection by Umbro”, a remixed collection of ten of Umbro’s most anthemic international kit designs to create a one-of-a-kind fusion of football, fandom and fabric.

The digital collectibles will be available through Equitbl’s new Web3 marketplace ‘Dnizn’, allowing consumers to easily purchase the digital collectibles.

The marketplace also securely stores assets for consumers, with no need for a third-party non-custodial wallet. A secondary marketplace will launch in early 2023, where consumers can sell or exchange their digital collectibles and complete their collections.

Equitbl partnered with AcidFC, a design studio that specialises in the world of football culture, to conceptualise, design and produce the limited-edition digital collectibles.

Umbro’s arrival into Web3 is embodied by the futuristic character ‘UmbroID’ (‘Umbro’ + ‘Droid’). Wrapped in the Nations’ patterns, ‘UmbroID’ is a digital manifestation of the football fan. It exists in a fantasy world inspired both by another planet and a desert environment at dawn. UmbroID sets the tone for future possibilities and provides the perfect setting for the vivid Nations’ patterns to take centre stage.

Keystone Law’s team of advisors included corporate and commercial partner Stephen Rodd, corporate partner Will Nash, tax partner Paul McCourt, IP partner Will Sander, financial services partner Simon Deane-Johns, and legal assistants Jennifer Stratfold and Wallis Lambie.

Equitbl CEO and co-founder, Steve Cumming said:

“Umbro is an amazing brand partner for the launch of Dnizn, our consumer marketplace. With the guidance and expertise of the Keystone team, we have created a safe space and simplified process for anyone to enter the world of digital collectibles feeling confident and secure in their purchases. Fans will enjoy engaging with Umbro in a Web3 environment that deeply values positive user experiences.

 “The Dnizn marketplace helps brands deepen the relationship with their consumers. Designed from the ground up to make digital collectibles easy and fun, Dnizn empowers brands to embrace the boundless new opportunities of Web3.”

 Stephen Rodd added:

“This is a brilliant collaboration, changing the landscape of sport and digital collectibles. We were delighted to support Equitbl in the launch of its innovative Web3 marketplace ‘Dnizn’, which provides the perfect platform for Umbro to showcase its collection, in what is a very exciting development for technology and sports.”

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