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How exactly is this preventing that fakes are being sold as authentic ?

The people who want to fake a certain shoe would just need to acquire an authentic one, then fake the shoe AND copy the QR / NFC data attached to the authentic one.

So if i buy this shoe and I want to check its authenticity i would scan the tag and the system would tell me: Jordan 5 Chinese New Year, size 11, owner: John Doe

Am I missing something ?

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When you make a purchase, you unlock the digital asset associated with that shoe. When you sell it forward, the digital asset will be transferred forward, provided the transactions happen on blockchain.

So you can technically sell a fake of physical, but you have to give up the ownership of the shoe (virtual). And therefore, can't sell a fake twice.

It's a shoe version of Cryptokitties.

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