- Puma’s Web3 campaign sells 16,000 blockchain-linked shoes, defying industry skepticism.
- Going phygital. Puma’s Roc Nation partnership is pioneering Web3 success in the sneaker industry.
- Puma’s authentic Web3 approach achieves a 90% opt-in rate, signaling a shift in industry dynamics.
In a groundbreaking move, Puma’s Web3 initiatives proved successful with their latest phygital campaign. The prominent sports brand sold 16,000 blockchain-linked shoes in a campaign with Roc Nation and Legitimate.
Bridging the gap between physical and digital, the campaign in honor of Puma’s 50th anniversary introduced unique shoe versions tied to the evolution of the mixtape. Each pair featured exclusive content from Roc Nation artists, using blockchain technology.
.@LegitimateTech can provide @PUMA customers with the best experience, thanks to Avalanche’s powerful blockchain infrastructure.
People who purchase PUMA sneakers can simply tap their mobile device to instantly expand to exclusive, curated digital experiences. https://t.co/AoETUeKOji
— Avalanche
(@avax) November 22, 2023
This phygital product is brought to the Puma community by Legitimate Tech. Built on the Avalanche blockchain network, Legitimate provides the best experience for Puma’s customers.
Despite industry skepticism, Puma’s campaign deflects Web3 criticism, achieving a 90% opt-in rate and a 65% marketing communications open rate, three times the industry standard.
Puma’s strategic approach underlines the importance of brand authenticity and cultural relevance, helping it appeal to a tech-savvy audience. The campaign’s success signals a shift in Web3 adoption, especially in industries like sneakers, recognizing the revenue potential through NFTs and blockchains.
Puma’s commitment to engaging consumers globally, with a reach in 20 countries, underlines the broader impact of the campaign beyond the US focus. With this latest initiative, any user who purchases a Puma sneaker can simply tap their device to instantly expand to an exciting and exclusive digital curated experience.
As artificial intelligence transforms industries, the metaverse is proving to play an important role in connecting brands with diverse audiences, solidifying Puma’s position as a pioneer in the evolving landscape of Web3 initiatives.
