On September 7th, Puma, one of the world’s leading sports brands, announced the launch of ‘Black Station’, the first interactive metawear experience, during New York Fashion Week.
According to the company’s press release, Black Station will become “a dynamic destination to visit” where Puma users can connect in an immersive and interactive way to enjoy the brand’s NFTs, mainly related to sportswear .
Puma revives its creative journey
Adam Petrick, Chief Brand Officer of PUMA, said: “Twenty years ago, Black Station was the home of PUMA.” Black Station has allowed PUMA to showcase its most innovative designs and has therefore revived the site to celebrate its commitment to innovation.
“Given the boundaries we’re pushing from a product design and digital perspective, we felt it was fitting to bring back Black Station as a new gateway for digital exploration across our fashion, performance sports, heritage classics and innovation.”
From the moment users enter the site, they can choose a hyper-realistic digital lobby with three separate portals to experience exclusive, unknown sneakers. They can also clip NitroPass cards to receive NFTs tied to physical products that can be claimed once the Futrograde show in New York is over.
Heiko Desens, Global Creative Director and Head of Innovation at Puma, noted that thanks to the advantages offered by the metaverse, Puma’s design team could work without limitations to create original designs as impressive as the actual products.
“Our design team took a lot of liberties when envisioning these shoe styles. We told them the sky is the limit. As a result, we were able to tap into their creativity without the typical boundaries and limitations of our shoe manufacturing process.”
Puma wants a piece of the juicy pie we call “The Metaverse”
Despite the technological innovation offered by the metaverse, it should be noted that on a monetary level, Nike, one of Puma’s main competitors, has earned close to $184 million thanks to its NFT products. This is a clear invitation to a market that is just beginning.
According to data provided by Dune Analytics, Nike leads the list of companies that have the most profit from the sale of NFTs, followed by Dolce & Gabbana, which has sold about $23.67 million. Adidas, one of the first to bet on the metaverse, barely managed to make $10 million in sales due to issues with the launch of its collection (something the brand has publicly apologized for).
Early access hasn’t closed, but cutting has stopped while the developers investigate issues with Mutant Ape Yacht Club not being able to cut.
We will let you know as soon as possible.
— adidas Originals (@adidasoriginals) December 17, 2021
The truth is that the metaverse is open to all companies that want to go beyond the real world. Even major car brands such as Ford Motors Company have announced patent filings to enter the metaverse with their most successful car collections.
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