Puma is diving deep into the metaverse with its first metaverse website experience, called 'Black Station' aimed at Crucially linking the physical and the virtual, this will feature exclusive NFTs with limited edition redeemable physical sneakers, as part of its 'Futrograde' show during New York Fashion Week.

Black Station has been “imagined as an immersive and interactive place to experience the future of the brand. As a blank and ever-evolving 3D canvas, [it] will become a dynamic destination to visit, connecting consumers with various web3 activations emerging over the course of the next year and beyond,” we’re told.

And part of it is “uncharted territory for the brand in the web3 space” as it establishes its first Puma-owned NFT that links digital design with in-real-life physical products for consumers.

The connection to Black Station is key as 20 years ago, this was the brand’s “home for our most innovative designs in fashion” so it clearly extends the name’s innovation link while also adding an element of continuity. 

Chief Brand Officer Adam Petrick said that “given the boundaries we are pushing from a product design and digital standpoint, we found it fitting to bring Black Station back as a new portal for digital exploration across fashion, sports performance, our heritage classics, and innovation”.