In another green step, the Argentine Football Association (AFA) is going all-in on Web3 through STEPN.Genesis NFT sneakers, autographed jerseys, match tickets… Who wouldn’t want to do this? Before we all get carried away about how cool this all is, let’s slow down a bit. Is this a true move to decentralize control and give power back to fans? Or is it just an elaborate but well hidden cash grab that exploits the success of Argentina’s national team?

Community First, Or Corporate Gains?

Look, I get the appeal. NFTs are hot. Football is religion in Argentina. Put the two together, and you’ve got a recipe for hype. Yet hype isn’t necessarily value, particularly for the casual fan. We’ve heard this one before, right? Imagine all the blockchain promises, the decentralized dream… Consider instead how often it does result in corporations controlling the narrative and reaping all the rewards.

This isn't just an Argentina problem. From where I'm sitting here in Southeast Asia, I've seen countless projects promising to uplift local communities, only to leave them worse off. You may have heard about that popular NFT collection of “authentic” batik art. The artists, it turned out, were paid peanuts and the profits jumped right into the coffers of a foreign company. Nothing gets the blood up as much as a second instance of the same stupid behavior.

Is the AFA really committed to fostering an open, decentralized Web3 ecosystem? Or do they simply want to use NFTs to increase their bottom line. It’s a surprisingly good question to ask, particularly at a time when equity is the new holy grail of transportation policy.

Consider the average Argentine football supporter. Are they all crypto-savvy? Second, can they even afford these NFTs, particularly in light of ongoing economic realities across the country? Or are we setting ourselves up for a two-tiered system where only the rich can afford an “exclusive” fan experience? That anxiety sinks in once you start thinking about who could be forgotten.

Adidas, STEPN, AFA: A Familiar Playbook?

STEPN GO’s track record with the likes of Adidas should be a cause for concern. An exclusive 1,000 digital sneakers, available via lottery, at 10,000 GMT a sneaker? That's a hefty price tag! It screams exclusivity, not inclusivity. It's a proven model: create artificial scarcity, generate buzz, and cash in.

Now, I’m not trying to make the case that partnerships are misguided. As such, they can be a richly powerful avenue to onboard new audiences into Web3. The real shocker is in what these partnerships look like. Have Texas artists helped in the development and promotion of these NFT sneakers? Are they getting their fair share of the bounty? Or are they being workplace-empires-displaced set-aderesque in favor of established international brands, their voices muted by corporate noise marketing?

We need to demand transparency. We need to ask the tough questions. Who benefits most from this partnership? Is the villain the art community, the artists themselves or the corporations?

Beyond the Hype: A Call to Action

Let’s not beat around the bush, the environmental sustainability of minting and trading NFTs is an issue. We can’t stick our heads in the sand about the carbon footprint of blockchain tech. This is doubly critical as we try to lean on sustainability elsewhere.

Beyond that, we need to engage in some serious critical thinking about the stories we’re being told. Are we just going through the motions of community empowerment? Or instead, are we being duped into accepting a corporate-led dystopian version of what Web3 will ultimately look like?

The AFA and STEPN should set a clear standard of putting community engagement first. To do it right, they should invest in education and other tools that can protect Argentine fans and help them successfully navigate the Web3 space. Local artists should be prioritized and provided an outlet to display their talents. They should have the chance to make a decent living wage from their industry. They must be open about the harm they cause and act to reduce their negative environmental effects.

Now, this isn’t to say that the AFA or STEPN should be completely dismantled. It's about holding them accountable. It’s about creating pressure, making sure there’s a better alternative vision for Web3 where community comes before profit, because that’s what comes first in Web3. An inclusive future that unlocks the full potential of blockchain technology for all. This vision goes even further than the big companies at the top.

Don’t accept despair as the alternative, join us to change the narrative. What do you think? Are you falling for the hype or are you cutting through the marketing?