German sportswear brand Puma announced an upcoming, 10,000-strong PFP NFT project on February 10 to celebrate its 75th anniversary. The launch plays into current company objectives: It’s investing in building its fashion and web3 communities, and broadening its web3 education in-house.
“For us, web3 is far from a marketing trend,” said Adam Petrick, Puma’s chief brand officer. “We see it as a way to develop deeper and more meaningful relationships with our consumers.” The brand has had multiple launches connected to web3 in the last year, including the Black Station website that debuted during NYFW in September. The interactive website is meant to provide consumers with a glimpse at the future of the brand, while bringing web3 to web2 customers.
On March 1, the brand announced Rihanna’s return to the brand via an Instagram post. The post said another Fenty x Puma collaboration was “coming soon.” The music and fashion mogul was temporarily named Puma creative director in 2014, timed with the release of a sell-out sneaker collaboration.
The brand has been careful not to silo its internal web3 experts, knowing the importance of collaboration. Some of its web3 experts are currently working with its football marketing department to develop strategies for using Roblox to reach a young football audience.
According to Petrick, anyone who is a senior leader in a marketing group for a global brand will benefit from understanding how to with consumers in web3, noting that Discord and Twitter are currently among the best gateways.