Sportswear company PUMA has announced the unveiling of its first metaverse web experience, called Black Station.
As part of its “Futrograde” runway show during New York Fashion Week (NYFW), the company unveiled a series of exclusive NFTs featuring limited edition redeemable physical sneakers.
The PUMA Black Station metaverse
PUMA Black Station has been created as an immersive, interactive portal for consumers to experience the future of the brand.
This will become a dynamic destination connecting consumers to PUMA’s various web3 activations that will emerge over the course of the next year and beyond.
Black Station is LIVE: https://t.co/kdXcrAiyg5
Our very own 3D spatial playground. A unique Web3 space that enables our NFT community and all PUMA followers to experience the brand like never before. Stay tuned. #PUMANYFW pic.twitter.com/JbyD5CxMfB
— PUMA.eth (@PUMA) September 7, 2022
On the metaverse website, visitors will enter a hyper-realistic digital lobby space with three distinct portals. The first two portals, which will be accessible starting September 7, will unveil exclusive, never-before-seen Nitro NFRNO and Nitro Fastroid sneakers tied to PUMA’s recent Nitropass NFT mint. The sneakers debuted at NYFW.
The Black Station metaverse was developed by creative ventures company FTR, and is built with Unreal Engine 5 to produce cutting-edge graphics.
Nitro Fastroid
Fastroid features an extreme performance technology silhouette with exaggerated volumes of Nitro foam in high-impact gradient hues.
With “sport is art” as its ambition, the NFRNO looks like a hybrid collision of past and future, drawing inspiration from obscure archival styles to arrive at a multi-part molded construction.
“Twenty years ago, Black Station was PUMA’s home for our most innovative designs in fashion,” said Adam Petrick, Brand Director at PUMA. “Given the boundaries we are pushing from a product design and digital standpoint, we felt it fitting to bring back Black Station as a new portal for digital exploration across fashion, sports performance, our heritage classics, and innovation.”
Nitropass NFT holders
Nitropass NFT holders can receive two NFTs: one tied to physical products and one that unlocks a personalized experience tied to the chosen sneaker.
After the Futrograde trade show, Nitropass holders can claim their physical sneakers by burning their NFT claimed by the product.
This is the first PUMA-owned NFT that links digital design with physical products in consumers’ real lives.
“Our design team took a lot of liberties when it came to imagining these shoe styles. We told them the sky’s the limit. As a result, we were able to tap into their creativity without the typical confines and limitations of our footwear production process,” said Heiko Desens, Global Creative Director and Head of Innovation. “What’s just as impressive as the actual designs is the fact that we were actually able to work with development to bring these stunning designs to life.”
Visitors can enter the PUMA Black Station experience at blackstation.puma.com. A limited quantity of NFT and exclusive sneakers can be redeemed at a later date.
PUMA first prepared for its entry into the metaverse in January with new brand applications.
And in August, the sportswear brand extended its multi-year partnership with Manchester City to launch a metaverse kit on Roblox.
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