Jay-Z's Roc Nation and Puma Collaborate on NFT-Enhanced Sneakers
Jay-Z's Roc Nation and Puma have joined forces to create a new sneaker collection that incorporates non-fungible tokens (NFTs).
The entertainment agency and the apparel giant have partnered with Legitimate, a startup that bridges the gap between physical and digital realms using its proprietary "LGT Tag" technology, to launch the RS-XL Mixtape sneaker collection, according to a Friday press release.
The collection consists of three mixtape-inspired sneaker styles: Cassette Tape, Disc, and Playlist. Each pair of sneakers contains a unique blockchain-backed LGT Tag concealed under the tongue of the left shoe.
This near-field communication (NFC) chip can be scanned with a smartphone to unlock exclusive digital content.
Additionally, each NFC chip is linked to an NFT minted by Legitimate through the Avalanche blockchain. These NFT-linked LGT Tags can also authenticate physical products, including sneakers and other apparel.
Buyers of the RS-XL Mixtape sneakers will gain access to weekly mixtape drops, a 14-track playlist featuring unreleased music from upcoming Roc Nation artists, and "unfettered access to life behind the scenes as a Roc Nation artist."
Notably, Roc Nation's roster currently includes DJ Khaled, Alicia Keys, Fever 333, and Rihanna. Owners of the sneakers will also receive a new documentary on the history of hip-hop.
Puma has stated that the release of the Mixtape collection aligns with this year's broader celebration of 50 years of hip-hop.
The collection is available for purchase online or in-store at Puma, Foot Locker, and Champs North American stores for $130 per pair.
Legitimate's founder and CEO, Calvin Chan, emphasized that the collaboration showcases the startup's belief that blockchain technology does not
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