Puma is expanding its presence in the Web3 space through a new partnership with UNKJD Soccer, a game that blends traditional sports and blockchain technology. The collaboration brings Puma’s IP and sports legacy into the game, introducing elements inspired by the brand.
UNKJD Soccer allows players to build teams suited to their playstyle and compete in tournaments. The game rewards winners with Gems, which can be converted into the game’s native token, $MBS.
Through this two-year partnership, Puma will introduce “Puma” Ballers, which represent in-game characters, and skins designed to resemble the brand’s soccer apparel, along with special Puma tournaments that offer exclusive rewards.
Ivan Dashkov, Director of Emerging Marketing Tech at Puma, emphasized the importance of this move, stating, “People are increasingly expressing themselves in games and digital worlds, so having the PUMA brand available in these environments is a huge priority to us as gaming culture is a part of our all-encompassing culture.”
This collaboration follows other notable steps Puma has taken in gaming and Web3. The brand previously worked with Fortnite and PlayStation to enhance its presence in the gaming industry.
In 2022, Puma made its debut in the metaverse by launching its “Black Station” during New York Fashion Week.
In 2023, Puma continued its Web3 ventures by releasing a non-fungible token (NFT) collection called “Super Puma” to celebrate its 75th anniversary. A few months later, the company partnered with Web3 brand 10KTF, acquired by Yuga Labs, to release “Grailed PUMA Slipstream,” a sneaker collection available in both physical and NFT versions.
Another notable initiative was Puma’s partnership with Roc Nation, the entertainment agency founded by Jay-Z. Together, they launched an exclusive sneaker collection that also incorporates NFTs.
