The Utah Jazz collaborated with contemporary digital artist Krista Kim to launch the **JAZZXR program**, marking the NBA's first metaverse NFT project. This initiative featured a digitally designed Non-Fungible Token (NFT) that granted owners access to a unique virtual locker room experience. The virtual space, envisioned by Kim and developed with metaverse architect Michael Potts, mirrored the team's actual locker room but incorporated vibrant colors and interactive elements. NFT holders could explore this immersive environment using Oculus headsets and participate in real-time interactions with Jazz icons, including team owner Ryan Smith.
This pioneering project exemplified the potential of metaverse technology in sports, offering fans innovative ways to engage with their favorite teams beyond traditional platforms. By integrating art and technology, the Utah Jazz set a precedent for future sports team activations in the digital realm.