Puma, one the most recognizable brands in sports, launched “Black Station”, its first interactive metaverse experience on September 7th during New York Fashion Week.
According to the company’s press release Black Station will “be a dynamic destination to see,” where Puma customers will be able connect in an immersive, interactive manner to enjoy NFTs of the brand, mostly related to sporting goods.
Puma Revives Its Creative Journey
Adam Petrick, PUMA Chief Brand Officer, stated that “Twenty-years ago, Black Station was PUMA’s home.” Black Station allowed PUMA the opportunity to display its most innovative designs and that’s why it relaunched the website to honor its commitment to innovation.
“Given our product design and digital boundaries, we felt it appropriate to bring back Black Station as a new portal of digital exploration across fashion and sport performance, our heritage classics and innovation.”
Users can select from three different portals on the website to access a hyper-realistic digital lobby that allows them to see exclusive sneakers and experience never-before-seen ones. You can also get NitroPass passes that allow you to redeem NFTs for physical products once the Futrograde New York fair is over.
Heiko Desens (Puma’s Global Creative director and Head of Innovation) noted that Puma’s designers were able to work in the metaverse without any limitations, creating original designs that are as striking as the actual products.
Our designers took a lot more liberties in designing these shoes. We encouraged them to take their imaginations wherever they would lead. We were able to harness their creativity and not be limited by the limitations of our shoe production processes.
Puma Wants a Piece of the Succulent Pie We Call “The Metaverse”.
Puma is not the only company that has benefited from the metaverse’s technological innovations. However, Nike, which is one of Puma’s main competitors, has made close to $184million through its NFTs products. This is a clear sign that the market is only beginning.
Source: Dune Analytics
Dune Analytics data shows that Nike is the company most likely to have made the biggest profit from the sale NFTs. Dolce & Gabbana has made about $23.67million. Adidas, which was one of the first companies to invest in the metaverse, has only managed to sell $10M due to problems during its collection launch. The brand has since publicly apologized.
Although early access is still open, minting has been stopped while developers address issues with Mutant Ape Yacht Club’s inability to mint.
We’ll keep you informed as soon as possible.
— adidas Originals (@adidasoriginals) December 17, 2021
All companies can enter the metaverse if they want to transcend the world of the real one. Even big brands like Ford Motors Company have announced that they will be registering patents in order to enter the metaverse along with their most successful cars collections.
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