Puma expands its web3 shopping experience

Puma seems to be doubling down on Web3 and immersive brand experiences. The UI and overall experience is a bit confusing and challenging, but interesting to see a brand continue the investment in the face of macro-economic challenges and misguided media pundits declaring the death of metaverse and web3.

Launching on Tuesday, Puma’s second digital world and shopping experience, Black Station 2, expands on the company’s initial launch into web3. Its first web3 project, Black Station 1, launched last September at NYFW as part of its “Futrograde” fashion show. The brand used learnings from its community to inform the second launch. 

Puma’s Black Station is a digital world where users can view an immersive environment created with game developer Unreal Engine. They can also shop for limited-edition digital and physical sneakers. The second edition expands into two more digital worlds, with a unique sneaker tied to each.  

“As we move forward into this second launch, we want to target a broader audience and let anyone come in, experience it and play with it. We’ll iterate from there and continue to broaden our approach,” said Ivan Dashkov, head of emerging marketing tech and web3 at Puma.

Full story at Glossy.