PUMA and Roc Nation Collaboration Revolutionizes Sneaker Culture

PUMA returns to the web3 scene with a phygital NFT drop in partnership with Jay-Z’s label Roc Nation to rejoice the fiftieth Anniversary of Hip-Hop.

TL;DR

PUMA and Roc Nation partnered with Authentic to launch the RS-XL Mixtape assortment, celebrating the fiftieth Anniversary of Hip-Hop.
The gathering options bodily sneakers with an NFC-powered chip contained in the left sneaker’s tongue, linking to a singular NFT.
NFT holders can entry unique web3 experiences, together with behind-the-scenes content material, unreleased tracks, a hip-hop historical past documentary, future drops, and associated content material.

PUMA x Roc Nation: What’s the New Drop All About?

At present, PUMA and Roc Nation partnered with the phygital product firm Authentic to launch an unique drop: the RS-XL Mixtape assortment.

In essence, this assortment has bodily sneakers in three colours. The choices are nicknamed ‘Cassette Tape,’ ‘Playlist,’ and ‘Disc.’ Every pair of sneakers carries Authentic’s LGT Tag. That is mainly an NFC-powered chip that Authentic created for the mission. The distinctive tag is on the within of the left sneaker’s tongue.

Every digital chip is linked to a singular NFT. Holders can use these collectibles to entry web3 experiences, together with:

Behind-the-scenes content material from the Roc Nation studios;
14 unreleased tracks from prime Roc Nation artists;
An unique documentary on hip hop historical past;
Entry to future drops and associated content material.

The merchandise can be found on the Authentic platform for $130 per piece. Right here’s a fast have a look at the sneaker’s design:

Total, this collaboration goals to rejoice fifty years of  hip-hop and its evolution – which has additionally reached the web3 house.

“Authentic was created with the idea that the way forward for blockchain implies that we don’t want to say blockchain in any respect. That perception has been wholly manifested on this partnership with PUMA and Roc Nation. Principally, the purchasers who purchase these sneakers may have entry to unique, curated, and immersive digital content material experiences with out even occupied with what’s occurring behind the scenes,” mentioned Calvin Chan, Founder and CEO of Authentic.

In fact, PUMA additionally boasts expertise within the NFT house. The enduring model debuted its first drop in early 2022 along with Manchester Metropolis. Surprisingly, PUMA has launched web3 experiences and phygital NFTs too. Actually, this can be just the start!