Why PUMA Is Launching NFT PFPs With 10KTF
Puma is revving up its web3 roadmap for its 75 anniversary year. Last week the sports brand announced the release of Super PUMA PFP NFTs to complement its ongoing web3 project the Nitro Collection.
The PFP aspect means that they can be used as profile pictures on social media in the manner of CryptoPunks and Bored Ape Yacht Club.
The PFPs are web3 enabled interpretations of PUMA’s famous cartoon mascot, Super PUMA, which originated from a comic book the company released in the 1970s.
10,000 Super PUMA PFP NFTs will be available from late February in partnership with 10KTF which teamed up with Gucci last year. 6,000 will be airdropped to current Nitro Collection NFT holders while an additional 4,000 will be sold publicly and the remaining 2,000 reserved for the 10KTF partnership.
Name of the game is to build community said chief brand officer Adam Petrick via email who explained the the new PFP project was born out of feedback from the brand’s existing web3 community.
“The 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 storyline is following Super PUMA who goes back in history and is part of some of our greatest PUMA historical sports moments.”
He views the emerging web3 medium as an extension of his brand’s existing marketing and storytelling.
According to Petrick, web3 is a particularly apposite medium for PUMA due to the strong correlation between sports and fashion and web3 culture.
“It’s a space 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 newest initiative follows on from PUMA’s activity over September’s New York Fashion Week where the brand both staged an immersive fashion show with live performances and unveiled Black Station, an interactive metaverse space featuring NFTs that could be redeemed for physical sneakers.
“Web3 is a great space for us to test out some of our most innovative designs and products, as evident with our launch of Black Station,” he noted, adding that this will form a major part of the brand’s ongoing strategy.
“Collectibles, whether physical sneakers or digital NFTs, are representations of culture and we are excited to be an active participant in the evolution 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.