Puma’s first metaverse website experience, called Black Station, featuring exclusive NFTs with limited edition redeemable physical sneakers as part of its ‘Futrograde’ will debut during New York Fashion Week.

Puma Black Station is reimagined as an immersive and interactive place to experience the future of the brand. A blank and evolving 3D canvas, Black Station, becomes a “dynamic destination” connecting consumers with various web3 activations emerging over the next year.

“Twenty years ago, Black Station was Puma’s home for our most innovative designs in fashion,” said Adam Petrick, Puma’s chief brand officer. “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 experience begins with consumers entering a hyper-realistic digital lobby space with three portals. The first two, accessible beginning September 7, show never-before-seen Nitro Nfrno and Nitro Fastroid sneakers linked to Puma’s recent NFT Nitropass mint. Those who minted a Nitropass receive two NFTs, one tied to physical products and one that unlocks a customized experience linked to their chosen shoe. 

Following the Futrograde show, minters can claim their physical sneakers by burning their product-claimed NFT, marking unchartered territory for the brand in the web3 space and…