Puma launches metaverse Black Station to show off its new sneaker NFT collection

Puma launched an interactive metaverse space called Black Station to showcase limited edition NFTs of its sneakers.  

The sneaker NFTs are part of the German athletic brand's "Futrograde" collection that will be showcased during New York Fashion Week, which begins in earnest tomorrow. These NFTs can be redeemed for physical sneakers, according to a Puma release. 

Puma now joins Adidas originals as the latest sportswear brand to launch digital collectibles. 

“Twenty years ago, Black Station was PUMA's home for our most innovative designs in fashion," said Adam Petrick, Puma's chief brand officer. "Given the boundaries we are pushing from a product design and digital standpoint, we found it fitting to bring Black Station back as a new portal for digital exploration across fashion, sport performance, our heritage classics, and innovation." 

Puma’s Futrograde collection is the latest in a trend of clothing and luxury brands releasing physical items tied to digital assets, called “phygitals.” In May of this year, the luxe brand Prada released NFTs that could be redeemed for physical items like shirts.  

Puma’s use of a metaverse space is not new either. Brands like Tommy Hilfiger and Estee Lauder have designed similar spaces for individuals to browse digital representations of their products up-close.