Puma has launched a metaverse space called Black Station to showcase limited edition NFTs of its sneakers.
The NFT sneakers that are part of the German sports brand’s “Futrograde” collection will be featured during New York Fashion Week tomorrow. These NFTs can be exchanged for sneakers, according to a Puma release.
Puma has now joined Adidas as the latest sportswear brand to launch digital collections.
Adam Petrick, Puma’s chief brand officer, said:
“Twenty years ago, Black Station was PUMA’s home for our most innovative designs in fashion. We saw fit to bring Black Station back as a new portal for digital exploration of fashion, sports performances, our work, and innovation. “
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 Prada brand released NFTs that can be exchanged for physical items such as shirts.
Puma’s use of the NFT space is also not new. Brands such as Tommy Hilfiger and Estee Lauder have designed analog spaces so individuals can view up-close digital copies of their products.