Roc NationLegitimate, a non-fungible token (NFT) company, has teamed up with footwear titan PUMA and entertainment agency Roc Nation to launch a sneaker collection. The collection, entitled “Evolution of the Mixtape,” celebrates the 50th anniversary of hip-hop and grants buyers access to exclusive music content curated by Roc Nation.
Step up your sneaker game with the PUMA x Roc Nation x Legitimate sneaker collection
PUMA and Roc Nation partner on a Mixtape collection commemorating the 50th anniversary of hip hop. Emory ‘Vegas’ Jones of Paper Planes and shoe designer Alexander John have collaborated to honor a pivotal moment in Hip Hop’s illustrious history.
The PUMA x Roc Nation ‘Mixtape’ collection includes both apparel and footwear, with the PUMA RS-XL standing out. This emblematic silhouette will release in three distinct colorways, all of which are inspired by various mixtape formats: cassettes, CDs, and playlists. The PUMA Suede and PUMA Future Rider will also be released, with the former inspired by a blank cassette recording and the latter by a ‘REC’ button.
Each pair incorporates an innovative ‘LGT Tag’ with an NFC chip from Legitimate. This tag grants access to a digital portal containing exclusive content, weekly mix releases, and a peek behind the scenes at Roc Nation.
In addition to sneakers, the Mixtape collection will also feature coordinating jackets, T-shirts, and shorts. These garments are adorned with musically-inspired graphics.
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According to reports, the NFC chip can be scanned with a smartphone to receive an NFT that grants access to a digital portal featuring weekly mixtapes, behind-the-scenes artist content, and unreleased recordings from Roc Nation artists.
Calvin Chan, founder and chief executive officer of Legitimate, told a media outlet that the company’s partnership with PUMA and Roc Nation not only recounts the stories of a cultural movement but also increases fans’ access to the music of their favorite artists.
The vision here was to pay homage to and innovate on the concept of a mixtape bringing talent and people together, but also exploring how mixtape and hip hop culture has evolved and grown over time, especially with the inclusion of tech […] PUMA, Roc Nation, and Legitimate are working together to innovate on this concept of the mixtape itself by seamlessly connecting the dots between fashion, music, and technology.
Calvin Chan
In addition, he stated that using an NFC chip and rewarding buyers with new audio for their purchase not only keeps them engaged, but also fosters brand loyalty.
Phygital’ products allow brands to engage with their customers on a physical and digital level. […] This capability and visibility is very important for brands, and ultimately, extremely valuable for consumers as they derive more value from their purchases and brand loyalty.
Calvin Chan
While digitally-native fashion has contributed to defining a vision for the metaverse, physically-linked objects can facilitate the transition from Web2 to Web3. Dior, a luxury brand for men, released trainers with NFC chips that use the blockchain to verify ownership last week.
Cult and Rain, a Web3 streetwear brand, released its second digital wearable collection in March, which consisted of hoodies with NFC chips for garment provenance.
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