Diego Borgo: How Adidas and Big Brands Are Making Blockchain Work

Why do so many big brands struggle with blockchain, and what does it take to get it right?

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In the second episode of our StartToBlockchain podcast, Stefan Colins, CMO at Venly, sits down with Diego Borgo, Web3 advisor and strategist, to uncover why enterprises like Adidas, Prada, and Fortune 500 companies initially struggled with blockchain, and how they’re now shifting towards real, value-driven adoption.

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From hype-driven NFT projects to practical use cases like tokenized loyalty programs, fraud prevention, and on-chain customer engagement, Diego shares his experience working with global brands and what it really takes to integrate blockchain in a way that makes business sense.

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Key topics include:

- Why many enterprise blockchain projects failed, and what’s working now.
- How Adidas and other major brands have evolved their blockchain strategies.
- The shift from marketing-driven NFT hype to real customer engagement.
- How AI and blockchain intersect to solve trust and identity challenges.
- Why brands need to stop talking about blockchain, and focus on the value it brings.

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Diego breaks down the biggest misconceptions, lessons learned, and what’s next for blockchain in business.

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This podcast is part of our free StartToBlockchain Innovator Program, designed to help business leaders explore blockchain adoption with expert-led webinars, hands-on support, and platform credits. Apply now, spots are limited!

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