Puma, the German sports apparel giant, has announced the reveal of its first metaverse website experience called Black Station. It features exclusive non-fungible tokens (NFTs) with limited edition redeemable sneakers that will be launched as part of the ‘Futrograde’ show during New York Fashion Week (NYFW) happenning. Puma Black Station is seen as an interactive and lively portal for consumers to experience the future of the brand. Puma has now joined Adidas Originals as the latest sportswear brand to launch digital collections.
Above metaverse website, visitors will enter a hyper-realistic digital lobby space with three separate gates. The first two portals, accessible from September 7, will reveal the never-before-seen exclusive Nitro NFRNO and Nitro Fastroid sneakers linked to Puma’s recent Nitropass NFT mint. The sneakers made their debut at NYFW.
The Black Station super model was created by the joint venture company FTR. Metaverse is designed with Unreal Engine 5 with advanced graphics support.
“Twenty years ago, Black Station was Puma’s home for some of our most innovative designs in fashion,” speak Adam Petrick, Puma Brand Manager. “Given the boundaries we’re pushing from a digital and product design standpoint, we see fit to bring Black Station back as a new portal for digital exploration of fashion, sporting performance, classic heritage and innovation.”
It’s worth noting that this isn’t Puma’s first foray into Web 3. Earlier this year, Puma integrated NFTs in a sponsorship campaign with Manchester City football club, including limited edition NFTs of Puma boots worn by footballer Sergio Aguero.
Puma’s Futrograde collection is the latest in a trend of clothing and luxury brands releasing physical items tied to digital assets, known as “phygitals”. In May this year, the brand luxe Prada releases NFTs can be exchanged for physical items such as shirts.
Puma uses a reverse space is also not new. Brands like Tommy Hilfiger and Estee Lauder have designed analog spaces so individuals can view up-close digital representations of their products.