James Rodriguez had previously flirted with the idea of introducing digital “JR10 Tokens” for people to purchase and redeem for exclusive offers, souvenirs, and other various privileges. The Colombian midfielder is now putting said tokens to good use in a creative way to help expand his personal brand. James will auction off some of his personal belongings that people can bid for with JR10 Tokens through the SelfSell app. The auction starts today (October 25th) and will run for a total of 96 hours, unless extra bidding time for any given item(s) is required.

Everything for the auction runs through the SelfSell app, and you can find more information on how to participate on the app’s official press release for the event itself. The items available include a pair of signed, match-worn boots, a signed match-worn jersey (Colombia or Bayern Munich), a “JR10 commemorative coin gift box,” and a signed “SelfSell jersey.”

Apparently, according to SelfSell founder and CEO Yuan Li, James is making history in the world of digital assets (via NewsBTC, a source for BitCoin news):

JR10 Token’s launch on SelfDax marks that James has become the first person in the world to make true the trading and circulation of personal digital assets. It has once again made history and opened a new era of personal value digitization.

Normally, players open themselves up to a lot of criticism from pundits and the press when they do things off of the pitch to bolster their personal brands, but James has essentially set up a platform to reward fans for their unwavering support, especially fans from different parts of the world where they wouldn’t ordinarily have an opportunity to see James play. Robert Lewandowski will have to step his game up if he wants his brand to be bigger than James’s (LOL!).

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