Open announced on December 11, 2024, that its Open SuperApp would be the exclusive merchandise platform for Will Smith’s planned 2025 World Tour. The proposed setup connected concert QR codes to an online store for hoodies, T-shirts and hats, with orders shipped to fans. The announcement describes a plan—not proof that the tour-wide rollout happened or that the partnership remains active in 2026.
What Open and Will Smith announced
GamesBeat reported that Open would operate the online merchandise store and serve as the exclusive merchandise platform for Smith’s planned 2025 World Tour. The announced products included hoodies, T-shirts and hats. The report was published on December 11, 2024, and updated on June 17, 2025; its tour language should therefore be read as the arrangement described at that time, not as a new 2026 announcement. GamesBeat’s report names The Observatory North Park in San Diego and December 11 and 12 in connection with the initial activation. It does not resolve the timeline ambiguity between those dates and the description of a 2025 tour.
How the concert merchandise flow was supposed to work
The proposed experience linked an in-person show to digital checkout and home delivery:
- A fan attended a performance or visited the merchandise area.
- The fan scanned a QR code displayed near merchandise tables or on venue screens.
- The code led to an Open web store where the fan could browse and order Smith merchandise.
- The order was to be produced or fulfilled and shipped, rather than requiring the fan to carry the item away from the venue.
This approach could let fans shop without standing at a conventional booth and could reach buyers beyond the venue. But the announcement does not specify whether checkout required an app, where orders could be shipped, what products cost, or how long delivery took. It also gives no sizing, return, exchange, refund, duties or customer-support terms, and does not say whether pre-stocked items were available onsite.
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What Open was trying to change about artist merchandise
Conventional tour merchandising can require artists or promoters to estimate demand, buy inventory, transport it, staff sales points and handle unsold stock. Open’s pitch was to connect product design, manufacturing, logistics, payments and fulfillment, with production more closely tied to actual orders. That could reduce exposure to unsold inventory and make limited or geographically broad campaigns easier to run; it would not remove manufacturing capacity limits, shipping delays, defects or demand spikes.
Open CEO Jaeson Ma said the company had relationships with approximately 10,000 manufacturers. That was a company claim reported by GamesBeat, not an independently verified count of active suppliers. Open also described generative-AI text-to-product technology, but the coverage supplies no technical documentation, independent testing or evidence of production at scale. Neither capability establishes that fans would receive cheaper, faster or better-quality merchandise, or that the model would be more profitable than conventional sales.
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Why Smith was a significant partner for Open
Smith’s global profile offered Open a high-visibility demonstration of a system intended to connect live events, fans and merchandise. Westbrook, Smith’s investment arm, was described as an early investor in Open. Westbrook’s Kosaku Yada characterized the online store as a complement to in-person merchandise stands and a way to make shopping easier for Smith’s global fan base. The investment relationship is relevant context, but the available report does not establish that Smith personally invested in Open or held an executive, ownership or founder role there.
What “social commerce” meant in this case
In Open’s pitch, social commerce joined fan engagement and creator communities with product discovery, checkout and fulfillment. The idea was more than putting a T-shirt on a standard ecommerce site: content or a live event could lead directly into a commerce experience, while the platform handled operational pieces behind the store.
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GamesBeat described the Open SuperApp at the time as combining social commerce, messaging, creator communities, AI tools and an ad-free model. It also reported that Open, founded in 2020 with an NFT focus, had pivoted toward social commerce and creator merchandise. These are historical descriptions of the product and company, not confirmation of the app’s current features or availability.
Ma said Open drew inspiration from Asian social-commerce markets, where social interaction and ecommerce are more closely integrated in many shopping experiences. That is the CEO’s strategic framing; it is not evidence that Open achieved comparable adoption or scale.
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What the announcement does—and does not—establish
The reporting confirms that the partnership and merchandise plan were announced. It does not document whether the named San Diego events occurred as described, whether the tour continued in the announced form, or whether Open fulfilled merchandise across a tour. It provides no product prices, sales volume, conversion or delivery metrics, customer reviews, revenue split, transaction fees, or evidence of repeat collaborations.
For fans, the practical unknowns are the ones that determine whether a store is usable: current access, product availability, shipping coverage and cost, delivery estimates, returns and support. For creators, the unresolved business questions include platform fees, manufacturing economics, ownership and use of customer data, and what happens if the platform or a supplier cannot fulfill orders. A direct-to-fan system may offer customer insight, but Open’s stated aim of creator control does not by itself explain contractual or technical limits on data access or portability.
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Is the Will Smith store still available?
As of August 18, 2026, no current official Open announcement, live Will Smith storefront, public Open SuperApp pricing page or independent sales data was identified in the available reporting. That absence does not prove the partnership ended, but it means readers should not treat the 2024 report as confirmation of a current store or service. No current Open creator signup terms or feature documentation are established here, so the original arrangement cannot be recommended as an available option.
The underlying model could suit limited merchandise drops or audiences spread beyond one venue if production, delivery and customer service work reliably. It also shifts operational complexity to the platform and its suppliers, while the fan gives up immediate possession of an item and the creator may depend on the platform’s checkout, data policies and fulfillment network. Without documented results, the Will Smith deal is best understood as a reported high-profile test case for that approach, not proof that it succeeded commercially.
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