Jay-Z’s entertainment agency, Roc Nation, and apparel giant Puma have announced a collaboration to create a new sneaker collection that incorporates non-fungible tokens (NFTs), a form of digital asset. The partnership with Legitimate, a startup that bridges the gap between physical and digital realms, will see the launch of the RS-XL Mixtape sneaker collection.
The RS-XL Mixtape collection consists of three mixtape-inspired sneaker styles: Cassette Tape, Disc, and Playlist. Each pair of sneakers contains a unique blockchain-backed LGT Tag concealed under the tongue of the left shoe. This near-field communication (NFC) chip can be scanned with a smartphone to unlock exclusive digital content.
Additionally, each NFC chip is linked to an NFT minted by Legitimate through the Avalanche blockchain. These NFT-linked LGT Tags can also authenticate physical products, including sneakers and other apparel. This innovation adds a layer of uniqueness and digital value to the physical sneakers, creating an enhanced ownership experience for buyers.
One of the key benefits of purchasing the RS-XL Mixtape sneakers is the access it provides to exclusive digital content. Buyers will gain access to weekly mixtape drops, featuring unreleased music from upcoming Roc Nation artists, as well as “unfettered access to life behind the scenes as a Roc Nation artist.” This immersive experience allows sneaker owners to connect with the Roc Nation brand and its artists on a deeper level.
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Roc Nation boasts an impressive roster of artists, including DJ Khaled, Alicia Keys, Fever 333, and Rihanna. Owners of the RS-XL Mixtape sneakers will also receive a new documentary on the history of hip-hop, providing further value and content related to the sneaker collection.
The release of the Mixtape collection aligns with Puma’s broader celebration of 50 years of hip-hop this year. By collaborating with Roc Nation and incorporating NFT technology, Puma aims to commemorate the cultural significance of hip-hop while offering a unique and innovative product to its customers.
The RS-XL Mixtape sneakers are priced at $130 per pair and are available for purchase online or in-store at Puma, Foot Locker, and Champs North American stores. This accessible price point makes the collection more affordable for fans and sneaker enthusiasts alike.
Calvin Chan, the founder and CEO of Legitimate, emphasized that this collaboration showcases the startup’s belief in the power of blockchain technology without explicitly mentioning it. The partnership between Roc Nation, Puma, and Legitimate goes beyond simply selling a product. It tells a story, elevates creators’ voices, and celebrates a movement that has captivated the world for half a century.
This is not the first time Puma has ventured into the world of NFTs. In June, the brand collaborated with NBA star LaMelo Ball and the NFT project Gutter Cat Gang to release a sneaker-based collection. Customers had the opportunity to purchase an NFT from the OpenSea marketplace and exchange it for a physical pair of sneakers, creating a new way to engage with digital and physical assets.
Luxury fashion house Dior also recently embraced blockchain technology for a new line of men’s sneakers. Their B33 sneakers, part of Dior’s Men’s Fall 2023 collection, were designed by Dior Menswear artistic director Kim Jones. Each pair of shoes is linked to a “digital twin,” a matching NFT minted on the Ethereum blockchain. This online authentication system and accompanying NFT add value and exclusivity to the sneakers, catering to the growing demand for digital collectibles in the luxury market.
The collaboration between Roc Nation, Puma, and Legitimate represents a significant milestone in the convergence of fashion, entertainment, and blockchain technology. By incorporating NFTs into the RS-XL Mixtape sneaker collection, the partners are pushing the boundaries of traditional product offerings and creating a more immersive and valuable experience for customers. This collaboration showcases the potential for blockchain technology to transform various industries and highlights the growing demand for digital assets in the market.
