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German sportswear brand Puma continues its Web3 expansion. The company has announced the launch of its first-ever Metaverse experience, dubbed “Black Station.” The virtual venue aims to connect consumers with different Web3 activations, including ones that will come in the next years.
The initiative takes off at New York Fashion Week, where Puma will present its “FUTROGRADE” show. Additionally to the futuristic performance, the brand will release limited-edition NFTs and redeemable physical sneakers.
Meanwhile, individuals can already visit Puma’s Black Station. The virtual location features a digital lobby and three portals, two of which are accessible starting today. The portals “hide” never-seen-before futuristic Puma sneakers, Nitro NFRNO and Nitro Fastroid.
“Our team of designers took a lot of liberties when envisioning these footwear styles. We told them the sky is the limit. As a result, we were able to harness their creativity without the typical confines and limitations of our shoe production process,” said the Global Creative Director and Head of Innovation at Puma, Heiko Desens.
The third portal at Black Station is an entrance to Puma’s NYFW Metaverse fashion show on September 13. The experience was built by creative ventures company FTR using Unreal Engine 5, so the graphics will seem very realistic.
“We’re dedicated to bringing great creative ideas to life through immersive experience, technology, and community. This project, and our partner in PUMA, gave us agency and trust to push into the unknown and test how these creative components can be put together to innovate in the storytelling around product, fashion, and brand. Creating a truly phygital experience has opened our eyes to the immense opportunity for brands in the future,”said the Executive Creative Director and Partner at FTR, David Stamatis.
In June this year, Puma has partnered with Italian fashion brand Salvatore Ferragamo to gift customers exclusive NFTs. Visitors of Ferragamo store in SoHo, New York City, had the opportunity to create customizable NFT artworks and view them instantly on OpenSea.
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