Why PUMA is launching NFT PFPs with 10KTF
Super PUMA PFP NFTs.
PUMA
Puma lifts up its web3 roadmap for its 75th anniversary year. Last week, the sports brand announced the release of Super PUMA PFP NFTs to complement the ongoing web3 project Nitro Collection.
The PFP aspect allows them to be used as social media profile pictures similar to CryptoPunks and Bored Ape Yacht Club.
The PFPs are web3-enabled interpretations of PUMA’s famous cartoon mascot, Super PUMA, which originates from a cartoon the company published in the 1970s.
10,000 Super PUMA PFP NFTs will be available from the end of February in partnership with 10KTF who teamed up with Gucci last year. 6,000 will be sent to current Nitro Collection NFT holders, while another 4,000 will be sold publicly and the remaining 2,000 reserved for the 10KTF partnership.
The name of the game is building community, said brand manager Adam Petrick via email, explaining that the new PFP project was born out of feedback from the brand’s existing web3 community.
“Super PUMA PFP allows us to engage this community and grow our audience in narrative-driven ways that we see popular in the space,” he said. “Part of the story is following the Super PUMA that goes back in history and is part of some of our greatest PUMA historical sporting moments.”
Super PUMA PFP NFT.
PUMA
He sees the emerging web3 medium as an extension of the brand’s existing marketing and storytelling.
According to Petrick, web3 is a particularly suitable medium for PUMA due to the strong correlation between sports and fashion and web3 culture.
“It’s a place where consumers and brands can take risks, test out digital designs they never thought possible and rely on technology to bring digital and physical together,” he said.
This latest initiative follows PUMA’s activity during New York Fashion Week in September, where the brand both hosted an immersive fashion show with live performances and unveiled the Black Station, an interactive metaverse space with NFTs that can be redeemed for physical sneakers.
“Web3 is a great place for us to test out some of our most innovative designs and products, as evident with the launch of Black Station,” he noted, adding that this will form an important part of the brand’s ongoing strategy.
“Collectibles, whether physical sneakers or digital NFTs, are representations of culture, and we’re excited to be an active participant in the development of that culture.”
The PUMA PFPs will drop towards the end of this month and going forward the Super PUMA character will also appear in physical form on IRL product.
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