Taking advantage of the New York Fashion Week, the German brand Puma announces its first metaverse experience on the Web. It also launches a collection of NFTs associated with sneakers in limited edition.
Adidas, Nike or Decathlon in France have all taken their first steps into the world of non-fungible tokens, sometimes by associating a physical product with it. For example, with the Kipsta Barrio project, the French retailer’s new range of sneakers is combined with a digital token.
Puma, another shoe brand, is also choosing to combine NFT with physical goods. For its debut, the company, which owns an Ethereum domain, is taking advantage of Fashion Week, currently taking place in New York.
Web3 activations” in the metaverse from 2023
To keep up with the times, Puma is announcing back-to-back launches of a metaverse experience through a website, Black Station, and a collection of NFTs. These tokens can be exchanged for limited edition physical shoes.
The German manufacturer presents its Black Station “as an immersive and interactive place to experience the future of the brand”. This 3D world should allow Puma to connect consumers with “various web3 activations” expected from 2023.
The site, described as a metaverse, is online. As Puma explains, the visitor logs in “in a hyper-realistic digital lobby with three distinct portals. The first two can be borrowed since September 7.
NFTs to be used in exchange for exclusive shoes
Behind them are two new sneaker models: the Nitro NFRNO and Nitro Fastroid “exclusive and unseen”. These models are linked to “the recent NFT Nitropass” of the German brand.
The holders of this Nitropass can claim two NFT. The first is linked to a physical product and the second “unlocks a personalized experience linked to the chosen shoe”.
To get their sneakers, the owners of these tokens will be able to burn their NFT, but only at the end of the Futrograde show. What about the third and final portal of Black Station? It will allow access to “the entrance to the digital metaverse of the NYFW fashion show”.
Virtual visitors to Fashion Week will be “immersed” in a digital version of the show using the Unreal Engine 5 graphics engine. The opportunity for them to interact with the pieces of the collection.