Clermont-Ferrand, FRANCE, October 14th, 2025, Chainwire
As MICHELIN celebrates the second anniversary of its entry into Web3, the company reflects on a project that has defied expectations. Since its launch on October 16, 2023, MICHELIN’s 3xplorerClub has quietly established itself as one of the few successful Web3 initiatives led by a global legacy brand.
Best known for its tires, road maps, and the prestigious MICHELIN Guide, the company has expanded its brand footprint with the 3xplorerClub: a curated collection of 2,400 NFTs offering access to exclusive experiences and limited-edition collectibles. Launched without fanfare, the project has built a committed community grounded in long-term engagement rather than market speculation.
Each NFT serves as a digital passport into the MICHELIN ecosystem, providing holders with opportunities to access unique events, from motorsport paddocks to MICHELIN Guide dining, and exclusive raffles….
