Roc Nation, the renowned entertainment agency founded by the legendary Jay-Z, has joined forces with Puma to launch an exclusive sneaker collection that integrates non-fungible tokens (NFTs).
The collection, named “Humble Soles,” was designed by Alexander-John and Emory Jones, while the digital experience aspect was spearheaded by Legitimate, a startup specializing in merging real-world and digital experiences.
The Humble Soles collection showcases three distinct sneaker styles, each drawing inspiration from mixtapes, such as Cassette Tape, Disc, and Playlist.
Each pair of sneakers integrates blockchain technology. Embedded beneath the tongue of the left shoe, each pair features Legitimate’s LGT Tag proprietary technology—a near-field communication (NFC) chip. By scanning this chip using a smartphone, users can unlock exclusive digital content, including an NFT that can be minted via the Avalanche blockchain.
Buyers will also be granted access to weekly mixtape drops. These 14-track playlists will feature unreleased music from emerging artists affiliated with Roc Nation.
The Humble Soles collection made its debut on July 14, 2023. Customers have the option to buy these sneakers online or in-store from Puma, Foot Locker, and Champs North American stores, with each pair priced at $130.
Puma’s collaboration with Roc Nation is not the brand’s first foray into the world of Web3 technologies. In April, Puma partnered with Yuga Labs’ recently acquired Web3 brand, 10KTF, to introduce the “Grailed PUMA Slipstream” collection. This offering included both physical sneakers and their corresponding NFT versions.
In a similar vein, Puma commemorated its 75th anniversary in February by launching an NFT collection dubbed “Super Puma.” More recently, the company expanded its immersive Black Station metaverse experience, unveiling “Black Station 2” and introducing limited-edition NFT sneakers.
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