Through its partnership, Puma is adding a new layer of dimension to its physical products by offering digital goods. For example, the Puma x 10KTF experience will give users access to a virtual Tokyo and digital clothing for profile picture avatars (PFPs) designed by a fictional tailor, Wagmi-San, who previously worked with Gucci.
“As a sports company, we have to be thinking about engaging with people in the physical world and giving people the opportunity to bring physical products into the digital world,” said Adam Petrick, chief brand officer at Puma.
With 10KTF, Puma is also looking to give customers personalization and customization opportunities for personal expression.
“The metaverse, in general, is a great place for getting rid of the boundaries that the physical world creates to be able to think very progressively about design,” said Petrick during a recent 10KTF event.
“And younger people who are more amenable or flexible in their thinking about personal expression are going to grow up to be really progressive. They have an assumption that customization is a part of the world that we live in because it’s been there from day one [for them].”
The partnership with 10KTF follows the brand’s recent Web3 efforts, including registering its ENS domain, Puma.eth. Puma has also been collecting and partnering with feline-centric NFT collections, including Gutter Cats, CatBlox, and Cool Cats, and recently created a virtual world in Roblox to test appetite for virtual goods.
Puma’s partnership with 10KTF comes six months after Nike acquired digital sneaker and fashion collectibles site RTFKT.
Sportswear giant adidas also recently ventured into the metaverse with a collaboration with Bored Ape Yacht Club, Pixel Vault’s Punks Comic and crypto investor gmoney.