PUMA Announces Metaverse Debut

Posted September 8th 2022
PUMA Announces Metaverse Debut

Sports apparel company PUMA has become the latest brand to make its entrance into the metaverse. As per its latest press release, the company has released Black Station, its metaverse website. 

Along with this new website, PUMA has also released NFTs that offer redeemable physical sneakers. This ties into its ‘FUTROGRADE’ show for New York Fashion Week.

From all indications,  Black Station is meant to act as a ‘blank canvas’ of sorts for the brand and will change as its web3 projects come to life. When users log onto the site, they will be greeted by three portals, two of which reveal the Nitro NFRNO and Nitro Fastroid sneakers that are part of PUMA’s NFT Nitropass mint. 

Those who got their hands on the Nitropass can access two NFTs. One of these gives them the physical sneaker and the other is tied to a custom experience. These two portals opened on September 7, 2022, and the collection of the rewards will take place after New York Fashion Week.

The third portal leads users into the digital NYFW metaverse fashion show. This is an immersive experience where users can interact with the pieces from the latest collection. 

This new project, which was created in collaboration with creative company FTR, is PUMA’s way of innovating and connecting with fans.

Written by Tokoni Uti of

Adam Petrick, PUMA’s Chief Brand Officer, said that 20 years ago, Black Station was home to some of the company’s most innovative designs in fashion. He added that because the company is now pushing the boundaries between fashion and digital experiences, it made sense to bring the name back.

Heiko Desens, PUMA’s Global Creative Director, said the sports company’s innovation team wanted to let the artists push the 3D shoe designs to their limits because an IRL production process wouldn’t constrain the artists.

Black Station went live on September 7th and will be the home of PUMA’s Web3 metaverse activations going forward.

Written by Chris Tepedino of


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