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Jay-Z‘s Roc Nation and Puma have joined forces to create a brand new sneaker assortment that includes non-fungible tokens (NFTs).
The leisure company and the attire big have partnered with Authentic, a startup that bridges the hole between bodily and digital realms utilizing its proprietary “LGT Tag” expertise, to launch the RS-XL Mixtape sneaker assortment, based on a Friday press launch.
The gathering consists of three mixtape-inspired sneaker kinds: Cassette Tape, Disc, and Playlist. Every pair of sneakers incorporates a singular blockchain-backed LGT Tag hid beneath the tongue of the left shoe.
This near-field communication (NFC) chip will be scanned with a smartphone to unlock unique digital content material.
Moreover, every NFC chip is linked to an NFT minted by Authentic by means of the Avalanche blockchain. These NFT-linked LGT Tags may authenticate bodily merchandise, together with sneakers and different attire.
Consumers of the RS-XL Mixtape sneakers will acquire entry to weekly mixtape drops, a 14-track playlist that includes unreleased music from upcoming Roc Nation artists, and “unfettered entry to life behind the scenes as a Roc Nation artist.”
Notably, Roc Nation’s roster presently consists of DJ Khaled, Alicia Keys, Fever 333, and Rihanna. House owners of the sneakers will even obtain a brand new documentary on the historical past of hip-hop.
Puma has said that the discharge of the Mixtape assortment aligns with this yr’s broader celebration of fifty years of hip-hop.
The RS-XL Mixtape sneakers Are Out there For $130
The gathering is out there for buy on-line or in-store at Puma, Foot Locker, and Champs North American shops for $130 per pair.
Authentic’s founder and CEO, Calvin Chan, emphasised that the collaboration showcases the startup’s perception that blockchain expertise doesn’t should be explicitly talked about in its merchandise.
“This collaboration is the primary time in historical past that manufacturers of this caliber are leveraging next-generation expertise to do extra than simply promote a product. Collectively, we’re serving to inform a narrative, elevate creators’ voices, and have fun a motion that has captivated the world for half a century.”
In June, Puma collaborated with NBA star LaMelo Ball and the NFT venture Gutter Cat Gang to launch a sneaker-based assortment.
By means of the collaboration, clients may buy an NFT from the OpenSea market and subsequently change it for a bodily pair of sneakers.
Likewise, luxurious style home Dior unveiled a brand new line of males’s sneakers that leverages the Ethereum blockchain to supply an identical NFT final month.
The sneakers, known as the B33, are a part of Dior’s Males’s Fall 2023 assortment and have been designed by Dior Menswear inventive director Kim Jones, the corporate stated in a Friday tweet.
What units these sneakers aside is their distinctive on-line authentication system and accompanying NFT. Every pair of sneakers will probably be linked to a “digital twin,” an identical NFT minted on the Ethereum blockchain.
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