
MICHELIN Turns Two in Web3: Bridging Legacy, Community & Real-World Utility
In an era when many legacy brands have stumbled through the turbulence of Web3 experimentation, Michelin has quietly achieved something rare — two full years of steady evolution in the digital frontier. What began as an experiment in 2023 has matured into a living ecosystem built around loyalty, storytelling, and authentic value.
From Tires to Tokens: Michelin’s Web3 Journey
When 3xplorerClub launched in October 2023, it was greeted with cautious curiosity. A century-old tire manufacturer entering the NFT space seemed, at first, a curious mismatch. Yet Michelin’s execution has proven otherwise. The project anchored itself not in speculation, but in the very essence of Michelin’s heritage: mobility, exploration, and excellence.
The 3xplorerClub collection of roughly 2,400 NFTs functions as more than a digital collectible — it acts as a passport to experiences that merge the digital and physical worlds. Holders gain access to private dinners, Michelin-rated restaurants, track-day experiences, and curated events across continents. Rather than chasing floor prices, Michelin’s team focused on curating engagement and building emotional equity.
Two years later, the community now counts hundreds of active members. Many joined for the perks, but stayed for the culture — a blend of gastronomy, adventure, and shared discovery.
Community and Collaboration
Michelin’s approach has been distinctly human-centered. The company engaged its community through Discord channels, online discussions, and direct interaction at live events. Each initiative reinforced the sense that the brand was listening, not merely broadcasting.
At the same time, Michelin has expanded its Web3 presence through collaborations with respected creative and cultural players in the space. These partnerships were chosen not for reach, but for resonance — aligning with projects that shared Michelin’s spirit of craftsmanship and authenticity.
The Power of Utility
The strength of 3xplorerClub lies in real-world utility. Each NFT is a bridge between a blockchain ledger and tangible experiences. Token holders can redeem privileges, enter raffles, or unlock access to Michelin events across the globe. The model transforms ownership from passive possession to participation.
This strategy also redefines loyalty. Instead of traditional point systems or temporary campaigns, Michelin’s NFTs create a continuum of engagement, rewarding long-term participation and deepening the connection between brand and community.
Navigating Challenges
Sustaining such a model requires balance. As the project scales internationally, Michelin must maintain consistency while adapting to regional cultures. The team must also guard against speculation: if the market’s focus tilts toward trading rather than community, authenticity could erode.
Moreover, expectations evolve quickly in Web3. Participants increasingly seek interoperability, governance rights, and innovative use cases. Michelin will need to continue iterating — integrating emerging tools without diluting the elegance of its core philosophy.
A Blueprint for Legacy Brands
Michelin’s venture demonstrates that heritage and innovation need not conflict. By focusing on utility, storytelling, and trust, the company has shown how established brands can navigate decentralized technologies with credibility.
Two years in, 3xplorerClub stands as one of the few corporate Web3 initiatives that feels organic rather than opportunistic. It’s a model that others may study: build slowly, listen deeply, and anchor technology in human experience.
As Michelin enters its third year in the space, the mission remains the same — to explore. Whether through roads, stars, or smart contracts, the company continues to remind the world that exploration is not a destination, but a journey.
Source: BlockTelegraph — “Michelin Marks Two Years in Web3 with Growing Community, Strategic Partnerships, and Real-World Utility” (October 2025)
Written by Brian Leclere