Puma launched its first metaverse rival, Nike

In early September, Puma announced the launch of its Metaverse experience called “Black Station.” Can Puma Compete With Nike In The Metaverse?

Since Nike acquired RTFKT Studios last year, sportswear brands have been upping their game in the digital world. However, with the exception of Nike, brands have not been able to adapt to Web3.

As we reported, Nike is dominating the NFT space with over $93 million generated through various digital collaborations. Other brands failed to crack the $10 million mark.

This month, Puma decided to take a stand and compete with Nike in the metaverse.

What is Black Station?

On September 7, Puma sent out a press release to all major publications announcing the launch of Black Station. The digital space will be “a dynamic travel destination” where Puma fans will be able to interact with their favorite brand.

According to the brand’s chief officer Adam Petrick, nearly two decades ago, the Black Station was a hub for innovative designers and a place where Puma could showcase its new, futuristic designs.

Now, they’ve revitalized the website by giving it a new, Web3 makeover.

PUMA’S NEW CREATIVE JOURNEY

Consumer attention spans are steadily decreasing. To stay ahead of their competitors, brands need to be creative and boundary-pushing. Puma took on this challenge by diving into the metaverse.

Heiko Desens, Head of Innovation at Puma, says Metaverse has no limitations, which means its designers can create original designs that are out of this world.

Puma ‘Black Station’ Metaverse Lobby

From the moment a customer enters Black Station, they can step into a hyper-realistic 3D lobby and enter one of three portals there. All house brand-new sneakers on this portal.

Users can collect unique NFTs using their NitroPass passes. Each NFT is linked to a physical product, which the user can claim once Puma’s Futograde fair is over.

Can Puma compete with Nike?

It’s exciting to see big brands like Puma allowing their designers to take so many liberties with footwear design. As Desense explains, brand executives told their designers that “the sky’s the limit” and to create whatever they wanted.

This is in stark contrast to a decade ago when sportswear companies were very risk-averse. Puma has managed to float and even grow during the pandemic while many other brands have taken a hit.

But can Puma take on Nike in the metaverse? Nike made more NFTs than D7G, Tiffany, and Adidas combined. And they are some of the most recognized fashion and sportswear brands in the world.

Adidas was even the first to bet on the metaverse, however, due to the problems that occurred during the launch of the collection, the brand was forced to publicly apologize.

Going out into the real world

Metaverse is the perfect place for brands to experiment with new designs and ideas. And with the Black Station, Puma has set the bar high for other brands.

It will be interesting to see if Puma can keep up the momentum and compete with Nike in the digital world. After all, Nike has been killing it in the metaverse ever since they entered the scene.

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