Puma has entered the metaverse by launching an interactive space titled Black Station to showcase limited edition non-fungible tokens (NFTs) based on its sneakers.
The NFTs on display were created by the German athletic brand’s “Futrograde” collection. They will be on display as part of the New York Fashion Week, and buyers can redeem these NFTs as physical sneakers, according to Puma.
“Twenty years ago, Black Station was PUMA’s home for our most innovative designs in fashion,” said Adam Petrick, Puma’s chief brand officer. “Given the boundaries we are pushing from a product design and digital standpoint, we found it fitting to bring Black Station back as a new portal for digital exploration across fashion, sports performance, our heritage classics, and innovation.”
With the move into the metaverse, Puma has joined Adidas originals as the latest sportswear to launch digital collectables.
The NFT collection Futrograde is a part of an ongoing trend of clothing and luxury brands releasing physical items tied to digital assets called “phygitals.”
According to The Block, the luxe brand Prada released NFTs in May that could be redeemed for physical items like shirts.
Prior to Puma, other brands such as Tommy Hilfiger and Estee lauder were already using the metaverse to allow users to browse digital representations of their products up-close.
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