PUMA collaborates with Jay-Z's music company, Roc Nation, to launch a joint shoe! Scan with your phone to listen to exclusive music.
Following Nike and Adidas, sportswear and footwear brand Puma announced a collaboration with the music company Roc Nation founded by rap legend Jay-Z, to release a joint pair of sneakers priced at $130. Buyers will be able to scan the unique LGT tag from NFT technology company Legitimate on the shoes, listen to exclusive tracks, and catch a glimpse into the lives of the brand's renowned artists.
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Scan Puma's New Shoes with Your Phone and Listen to Music Instantly
The Block reported that sportswear brand Puma and record label Roc Nation released a new sneaker collection on July 15 featuring "crypto chips."
Reportedly, the digital experience is developed by the NFT startup Legitimate and pays tribute to the evolution of mixtapes through new technology, celebrating 50 years of hip-hop music. Priced at $130 per pair, the sneakers can be purchased through the official website and select retailers in the United States.
The collection includes three styles categorized in the mixtape style: Cassette Tape, Disc, and Playlist. Each pair of sneakers hides a unique LGT tag based on the Avalanche blockchain under the left shoe tongue, which can be scanned with a phone to unlock exclusive digital content.
By scanning, buyers can listen to weekly updated, unreleased music playlists and watch behind-the-scenes life videos of brand artists like DJ Khaled and Rihanna.
This collaboration reinforces my belief that "blockchain doesn't need to be mentioned in the product to create value and impact," and it has been fully demonstrated in the collaboration with Puma and Roc Nation. This partnership also indicates that what major brands will do with next-generation technology in the future will no longer be just about selling products.
International Brands Successively Explore the Combination of Digital and Physical
It is reported that Puma first integrated blockchain technology into its own brand last September by launching the first NFT metaverse website black Station during New York Fashion Week, offering NFTs and limited edition physical sneakers for a future immersive interactive space.
Prior to this, several international brands including Nike, Adidas, and Louis Vuitton LVHM have successively established new IPs related to blockchain or NFT technology, or collaborated with NFT artists to express their exploration and attempts with new-generation digital technology, aiming to strengthen their connection with consumers.