Far reaching sports apparel giant, Puma, has partnered up with Web3 firm, Legitimate, and entertainment agency, Roc Nation. Together, launching an extraordinary homage to Hip-Hop through the application of physical trainers, NFT technology, and soulful new music.
For the intriguing partnership, Puma will has launched the ‘Evolution of the Mixtape’ collection of phygital sneakers. Essentially, featuring three musically-themed designs called ‘Cassette Tape,’ ‘Playlist,’ and ‘Disk,’ which provide hidden digital benefits to their owners.
Unlike standard sneakers, the ‘Evolution of the Mixtape’ collection features a Near-Field Communication chip embedded in the tongue. As a result, holders will be granted an exclusive NFT when scanning the device with their phones. Which, in turn will unlock previously unreleased songs by some of Roc Nations’ artists, as well as bonus artist content, behind the scenes footage, and images.
The sneakers are now available exclusively through shoe retailer, Footlocker, for $130 a pair. As a result, side-stepping the often-ludicrous prices that often cast a shadow over these kinds of drops. Unfortunately, however, the stylish new kicks are currently only available to those residing within the USA and its territories.
The RS-XL Cassette Tape brings ‘80s flair to modern streetwear. It features an LTG Tag in the shoe containing unreleased music from Roc Nation, plus exclusive video content.
Shop this exclusive collection online now, only at Foot Locker.https://t.co/ok0abI9YJt pic.twitter.com/yUUuJfHFWO
— Foot Locker (@footlocker) July 14, 2023
Puma Turns to Web3 to Reward Customer Loyalty
Following in the footsteps of fellow sporting goods manufacturer, Nike, Puma has turned to Web3 in order to engage with its customer base. Effectively, rewarding buyers of its products with additional content and amazing new opportunities. Over the last year, it has partnered with basketball star LaMelo Ball and the Gutter Cat Gang, launched NFTs with Manchester City Football Club, entered the Metaverse, and debuted the Super Puma Collection. Now however, it has taken a slightly more interesting pivot that arrives at the intersection of fashion, cutting-edge technology, and music.
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