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min / Published on 01/07/26

Michelin in the Web3 universe

Immersive, one-of-a-kind experiences and exclusive digital representations of Bibendum—the iconic Michelin Man… Welcome to the MICHELIN 3xplorer Club: a universe that embodies the Brand’s visionary spirit and its commitment to delivering ever more captivating and innovative experiences to its customers. Let’s take a closer look. 

  • The MICHELIN 3xplorer Club reflects the Brand’s commitment to continue exploring new horizons, breaking new ground, and embarking on exciting adventures alongside its customers, while offering unique and exclusive experiences. Two years after its launch, we are delighted with its success.

    Julie Scaringella Group Social Media Manager

Michelin 3xplorer Club

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Michelin in Web3: An obvious next step 

Boldness, curiosity, and a passion for progress have always driven Michelin, now ranked among the world’s 100 most innovative companies. These values, deeply embedded in its DNA, enable the brand to constantly adapt to its environment and venture into territories where few would expect it. Staying true to this spirit, Michelin is now exploring Web3—a space that opens up new possibilities for creating more immersive brand experiences and strengthening customer loyalty. 

For Michelin, this new universe is a unique opportunity to reveal its behind-the-scenes world, showcase its activities, and share the vision of a Group firmly focused on the future. Guided by these ambitions, the brand has set out to conquer Web3 and launched the MICHELIN 3xplorer Club, which has become a privileged meeting point between the Brand and its ever-growing community.


The MICHELIN 3xplorer Club: more than just a digital collectible 

Michelin’s move into Web3 opens the door to exclusive content, unprecedented interactions, and a vibrant community built around Michelin’s core values: trust, excellence, and innovation.

Imagine attending iconic events like the Michelin Guide ceremony, celebrating the centenary of the 24 Hours of Le Mans, feeling the adrenaline of motorcycle competitions, and so much more… With the Michelin 3xplorer Club, these unique experiences become reality. 

But the adventure doesn’t stop there. Every member of the MICHELIN 3xplorer Club owns a unique digital asset featuring Bibendum—the true icon of creativity and innovation. For Michelin, this digital asset is far more than a simple collectible; it’s an exclusive passport to premium, real-world benefits. More than 500 members have already enjoyed exclusive experiences, reinforcing the tangible value of the project. Today, the NFT* collection includes 2,400 unique Bibendum designs. 

*Non-Fungible Tokens

A world of exclusive Michelin experiences

  • 3xplorerexperience5
  • 3xplorerexperience1
  • 24 h mans 2024 bibendum
  • cérémonie guide michelin 2023
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A glimpse of the Michelin man NFT collection

  • visuel bib 5
  • NFT bib Toque
  • NFT Bib Carte routiere
  • NFT bib ballon
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Did you know?

Voted “Icon of the Millennium” by Advertising Week New York in 2018 and “Best Logo in the World” by the Financial Times in 2000, Bibendum is far more than a simple advertising emblem. It also helps build a sense of trust and closeness between the Brand and its customers. 
The winners of a car race triumphantly lift Bibendum

A successful integration into Web3

Regular “Ask Me Anything” sessions, creating opportunities to exchange both around the community news and Michelin’s strategic priorities—ranging from advanced composites to advertising campaigns for the MICHELIN Guide Hotel Selection. It is also possible to join one MICHELIN Exclusive Days, two immersive days centered around the brand. 
This open, transparent dialogue - meeting with the teams combined with consistent communication has been key to the success of the 3xplorer Club. By focusing on long-term engagement, members are empowered to actively participate and enjoy an innovative environment that reflects Michelin’s core values of trust and excellence. 

On top of this, strategic partnerships with leading Web3 players such as Pudgy Penguins, OpenSea, and World of Women bring unique and memorable experiences to life.

  • 2400

    A collection of 2,400 NFTs

  • 500

    More than 500 members have already enjoyed exclusive experiences

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By joining the MICHELIN 3xplorer Club, you’re not just stepping into a digital space—you’re unlocking a unique Michelin experience. Curious to discover what it truly means to be at the heart of innovation and passion? The MICHELIN 3xplorer Club is your invitation to live the extraordinary. 

Join us:

Discord: https://discord.com/invite/michelin

X: https://x.com/Michelin3XPLR

Become a 3xplorer: https://opensea.io/collection/michelin3xplorerclub