German sportswear brand Puma unveiled a 10,000-strong PFP NFT project to mark its 75th anniversary on February 10th. This launch contributes to the company’s current goals of investing in building a fashion and web3 community and expanding web3 education within the company.
Adam Petrick, Puma’s Chief Brand Officer, said: “We see this as a way to build a deeper, more meaningful relationship with our consumers.” launched several services related to This interactive website of his aims to give the consumer a glimpse into the future of the brand, bringing web3 to her web2 customers.
On March 1, the brand announced Rihanna’s return to the brand through an Instagram post.The post said another Fenty x Puma collaboration was “coming soon.” The music and fashion mogul was temporarily appointed creative director of Puma in 2014 to coincide with the release of a sold-out sneaker collaboration.
“Puma has been very involved in the fashion community for a long time,” says Petrick. “We stepped away from it for a while. Now we’re back at it and we’re investing heavily in that space. There’s a good overlap.” Petric confirmed that Puma will be attending the global Fashion Week event this September, but didn’t give any details.
In 2022, Puma’s sales were €8.47 billion ($10 billion), up 19% year-on-year.
Following last year’s decline in popularity of the Metaverse, the brand has begun to showcase how it plans to appear at this year’s web3. “If anything, we’ve managed to build a very strong, small core community in the web3 space, which has increased the level of interest in web3,” said the brand’s sold-out NFT project and his Discord. Speaking of his community, Petrick said: 30,000 members. “We have worked hard to develop relationships with web3’s super customers: cutting-edge consumers who are interested in new areas of technology and direct interaction with brands. ”
Petrick divides this customer segment into three categories. Financially savvy cryptocurrency fans, art-minded collectors, and new technology-minded customers.
Puma announced its next NFT project of 10,000 Super Puma cartoon mascot NFTs on its website on February 10th. The price and release date are still unknown. The project is one of several web3 link launches the brand is planning for his 75th anniversary this year. Puma faces tough competition in his PFP field. Nike and his RTFKT hold the majority of the market share in the web3 sneaker community.
“Any NFT project must have a genuine proposition. The purity of RTFKT and Nike is a partnership with integrity and shared goals, so it is difficult to match.” “They are one integrated platform. and [spanning] IRLs and URLs.for puma [to be successful], telling the story of your heritage brand is essential.because many brands are [competing on NFTs] retain its value. “
A reinterpretation of Puma’s animal logo, the ‘mascot’ is now a collectible NFT in the Super Puma NFT collection. Petrik said the mascot imagery was pulled from the brand’s archives and pays tribute to its 75-year heritage.
4,000 free NFTs will be airdropped into Puma’s Nitro Collection NFT holder. Launching in August 2022, the Nitro Collection includes NFTs that act as digital twins for physical Nfrno and Fastroid sneakers. Unlike the product-focused Nitro Collection, the Super Puma Collection prioritizes storytelling and community engagement. For example, the launch will feature comic strips featuring Puma characters.
Puma launched a Discord community in September 2022.
“We’ve been able to follow audience feedback and adjust what we’re doing based on their suggestions,” he said. “That’s the best-case scenario for any marketer. That means you can connect directly with the cultures and communities you want to learn about.”
The brand recognizes the importance of collaboration and is careful not to isolate its in-house web3 experts. Some of the web3 experts are now working with the football marketing department to develop strategies for using Roblox to reach younger football audiences.
According to Petrick, any senior leader in a global brand’s marketing group would benefit from understanding how to engage with consumers on web3.