German sports brand Puma has rolled out an interactive metaverse project dubbed Black Station to display a collection of its limited-edition sneaker NFTs.
The sneaker tokens are part of the firm’s Futrograde collection. Holders of these NFTs can redeem them for physical sneakers at any time.
The Black Station project brings Puma up to par with fellow sports giant Adidas as it becomes the latest sportswear brand to launch digital collectibles.Twenty years ago, Black Station was Puma’s label for its most innovative designs in fashion. Now it is a portal for digital exploration across fashion, sport performance, heritage classics, and innovation. Puma's Futrograde collection follows a recent trend among clothing and luxury brands that are releasing physical products affiliated with digital assets, generally known as phygitals. Other popular brands that have towed a similar path include luxe brands Prada, Tommy Hilfiger, and Estee Lauder.
Ever since its foundation in 1948, it has been the company’s philosophy to provide the fastest athletes with the fastest products, an attitude summarized in the brand’s motto Forever Faster.Track and field is sports and athleticism in its purest form and embedded in the very core of Puma. There are also improved versions of the gold-medal-winning PumaevoSpeed Nitro Elite and several new products for long-distance runners.
