Last update on: 6:50 pm June 20, 2023 by fashionabc
The fashion industry has certainly taken notice of the potential the metaverse holds and is actively exploring the space. Puma -today one of the biggest sports brands in the world- has launched Black Station 2, a unique metaverse platform that enables consumers to experience the products from a fresh perspective.
Puma Black Space 2
Black Station 2.0 is built on the success of Puma’s first Web3 project Black Station 1, which debuted at New York Fashion Week last September and gave users an immersive environment where they could purchase digital collectibles and physical sneakers. This edition, however, has two worlds: Unkai -inspired by the Japanese city of Shibuya- showcases footwear with lively colors and elements, and Unter -inspired by Berlin club culture- showcases footwear designs that reflect the dynamic and edgy club scene. This encourages users to buy “phygital” footwear. The highly anticipated Fast-RB is among the releases. Engineered with Puma’s running technologies, Fast-RB has four positioned Nitro pods and three PwrPlates which will deliver an amazing running experience. For Puma Pass NFT holders, Black Station 2 offers the opportunity to purchase Materialiser NFTs which represent “to-be-produced” physical products as well as digital collectibles.
“Twenty years ago, Black Station was Puma’s home for our most innovative designs in fashion,” Adam Petrick, Chief Brand Officer, Puma explained in a company release. “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, sport performance, our heritage classics, and innovation.”
The Black Station 2 launch signifies Puma’s commitment to staying relevant in the digital era and their recognition of the metaverse as an exciting avenue for brand expansion. It also serves as a complementary service to Puma’s global e-commerce and brick-and-mortar stores. To onboard a wider audience to Puma’s web3 spaces, the company has expanded its purchase options in Black Station 2 to include credit card payments in addition to crypto.
“Our team of designers took a lot of liberties when envisioning these footwear styles. We told them the sky is the limit. As a result, we were able to harness their creativity without the typical confines and limitations of our shoe production process” Heiko Desens, Global Creative Director and Head of Innovation, explains in a company statement. “What is just as impressive as the actual designs is the fact that we were actually able to work with development to bring these stunning designs to life.”
By cementing its foothold in the metaverse, Puma aims to connect with a broader audience and provide a unique and engaging brand experience beyond the traditional brick-and-mortar stores or online platforms. This move also aligns with the growing trend of brands embracing digital space to reach tech-savvy consumers and stay at the forefront of innovation.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
