Puma’s First Metaverse Experiment Links NFTs to NYFW

Puma’s First Metaverse Experiment Links NFTs to NYFW

Diving Brief:

  • Puma has launched its first-ever metaverse experience, the Black Station, which features NFTs that can be exchanged for limited-edition sneakers, According to a press release. This experience is part of the sports brand’s “Futrograde” show during New York Fashion Week (NYFW).
  • The Black Station includes a digital lobby space with three gates. The first two gates are now accessible and the Nitro NFRNO and Nitro Fastroid boots are unveiled, paired with the latest NFT Nitropass Mint. Consumers who mint a Nitropass can get two NFTs, one associated with physical products and one with a customized experience. After the Futrograde show, the runner can burn off the NFT claimed by the product and claim physical sneakers.
  • The third portal serves as the entry point to the NYFW digital fashion metaverse where visitors can view a digital adaptation of the show and interact with the collection’s pieces. The experience talks about how brands connect in-person events to digital events across the emerging metaverse.

Diving Insight:

Puma is the latest fashion retail brand to embrace the metaverse and related technologies. The Black Station Experience connects digital design to physical products via NFT, showing a way in which brands can use technology to interact with consumers and enrich their experiences, as the likes of Prada and American Eagle have done. Her name revives the brand’s concept that revolves around haute couture.

“Given the boundaries we push from product design and from a digital standpoint, we found it fitting to bring back Black Station as a new gateway to digital exploration across fashion, sports performance, our heritage classics and innovation,” said Adam Petrick, from Puma. Brand Manager, in the press release.

In addition to giving real value to The latest NFT version of PumaBlack Station allows the brand to extend NYFW’s reach beyond its physical location. The metaverse allows the connection of physical and digital spaces and is quickly becoming a popular way for marketers to energize around large-scale cultural events such as NYFW. Likewise, brands including Tommy Hilfiger and DKNY participated in March at Metaverse Fashion Week.

Black Station was designed by FTR Creative Enterprises and built using Unreal Engine 5. Created by developer Epic Games, Unreal is a 3D creation tool used in games, movies, architecture, fashion, cars, music, and live events, also like Fortnite. The engine has been a popular technology for brands active in the metaverse, and is at the heart of the collaboration between Epic Games and WPP.

The metaverse is expected to be worth $5 trillion by 2030, according to a McKinsey report, making it a pretty penny over the past year for marketers of all scales, but especially in retail and fashion. In May, Gap launched a no-purchase virtual experience at Club Roblox, while Gucci opened a fixed digital space on the platform. Such experiments seek to engage younger consumers who have deployed such digital platforms but are difficult to reach through traditional advertising channels.

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