Puma has launched a metaverse website – “an immersive and interactive place to experience the future of the brand” – that will be offering NFTs, “web3 activations,” and limited-edition redeemable physical sneakers. Called Black Station, the website will form part of Puma’s “Futrograde” show for New York Fashion Week.
One of the three portals visible in the “lobby” will serve as a gateway to the digital NYFW metaverse fashion show. The other two, open since Sept. 7, lead to Puma’s new Nitro NFRNO and Nitro Fastroid sneakers, which are linked to the NitroPass NFT mint. Visitors who have minted a Nitropass can receive two NFTs: one tied to physical products and one to unlock a custom experience linked to their chosen shoe. They can claim a physical pair by burning their NFT after the Futrograde show. Puma has never before linked NFTs to physical products.
Heiko Desens, global creative director and head of innovation, says Puma gave its designers free reign in digital shoe design, worrying about real-world production later.
According to the company’s chief brand officer, Adam Petrick, the Black Station name dates back 20 years to a company department that was “home for our most innovative designs in fashion.”
