If you’re a footwear company and haven’t jumped into the metaverse, you’re already 10 steps behind. Between Nike’s groundbreaking partnership with RTFKT and adidas’ expansion with Prada, the sector is growing rapidly. Puma Next. The German sportswear brand has launched Black Station, its first metaverse website.

As part of the FUTROGRADE show, it was unveiled during New York Fashion Week, a digital initiative featuring exclusive NFTs with limited-edition, interchangeable physical sneakers. The immersive and interactive site allows consumers to dive into PUMA’s future and experience web3 activations for over a year.

“Twenty years ago, Black Station was home to some of the most innovative designs in PUMA fashion,” said Adam Petrick, Puma’s Chief Brand Officer. “Given the boundaries we are pushing in terms of product design and digital, it seemed appropriate to revive Black Station as a new portal for digital exploration.
Fashion, sports performance, our heritage classics and innovation all in one. ”

Starting September 7th, Black Station’s first two portals will showcase never-before-seen exclusive Nitro NFRNO and Nitro Fastroid sneakers linked to PUMA’s NFT NitroPass mints. The owner who issued the Nitropass has access to two of his NFTs. One related to the physical product and the other granting access to a customized experience linked to the shoes of your choice. Once the Future Grade shoes are complete, Minter will be able to get a physical kick by burning her NFTs, which she claims are the product. “Our team of designers took a lot of liberties when envisioning these footwear styles. We told them the sky was the limit. We were able to tap into their creativity without limits,” said Heiko Desens, Global Creative Director and Head of Innovation. “As impressive as the actual design is the fact that we were able to actually go to work to bring these amazing designs to life.”

Head over to the PUMA Black Station site to check it out.

In other news, JJJJound and PUMA recently hinted at a suede collaboration.