Puma has joined the metaverse by developing an interactive environment named Black Station to exhibit restricted edition of non-fungible tokens (NFTs) based on their footwear. The shown NFTs were designed by the “Futrograde” line of the German sporting brand. As per Puma, they will be showcasing during New York Fashion Week, and customers will be able to exchange them for actual shoes.
Two decades back, Black Station was host to PUMA’s most original fashion creations, according to Puma’s chief brand officer, Adam Petrick. Considering the product development and digital frontiers we are pursuing, we deemed it appropriate to reintroduce Black Station as a novel doorway for digital inquiry spanning fashion, sports prowess, our legacy classics, and development.
Puma has followed Adidas originals as the recent sporting brand to introduce digital collectibles with its entry into the metaverse. The NFT line Futrograde is a part of a growing trend of clothes and luxury labels creating “phygitals,” or tangible goods linked to cryptoassets.
As per The Block, the luxury brand Prada issued NFTs redeemable for actual goods such as shirts in May. Before Puma, businesses including Tommy Hilfiger and Estee lauder were already utilizing the metaverse to enable people to explore digital versions of their items in close proximity.
