Yes, brands can create "phygital" experiences by integrating NFTs with physical products. For example, a limited-edition sneaker could come with an NFT certificate of authenticity linked to a digital collectible or virtual fashion item. This adds value to physical products, as customers not only receive a tangible item but also a unique digital asset associated with it. These digital collectibles can be showcased in virtual environments, creating a bridge between the physical and digital worlds.

Source: https://techbullion.com/nfts-for-brands-opportunities-and-strategies-you-should-know/