- Puma has partnered with Jay-Z’s Roc Nation to launch $130 crypto sneakers.
- The sneakers feature a chip that grants owners access to exclusive content.
- The sneakers are only available in some stores in North America.
Puma, the renowned global shoe and apparel brand, and Roc Nation, the record label established by Jay-Z, have joined forces to release a collection of sneakers embedded with a “cryptographic identity” chip, allowing owners to access exclusive content.
In celebration of Hip-Hop’s 50th anniversary, the companies introduced three new pairs of sneakers, priced at $130 each, which incorporate blockchain technology.
The blockchain-enabled Puma sneakers feature an NFC-powered chip that, when scanned, grants access to “exclusive content, weekly mixtape drops, and unfettered access to life behind the scenes as a Roc Nation artist,” according to a joint statement by the companies.
Dubbed “Evolution of the Mixtape,” this promotion represents the second iteration of the Mixtape Series. Interested buyers can purchase the shoes from Puma, Foot Locker, and Champs stores online across North America.
This collaboration reflects the ongoing trend of merging blockchain technology with limited-edition merchandise to enhance its exclusivity and authenticity. Puma and Nike have been actively exploring NFT shoes and physical products linked to digital assets in recent times.
Tech company Legitimate partnered with Puma and Roc Nation to develop this innovative footwear collection. Founded in 2021, Legitimate specializes in creating “phygitals,” a term coined for products that bridge the gap between physical and digital experiences. The company’s proprietary technology features an NFC tag embedded in the products, which can be read by electronic devices.
By introducing these sneakers with cryptographic features, Puma and Roc Nation continue to redefine the boundaries of fashion and technology, offering enthusiasts a unique blend of physical and digital experiences.
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