Jay-Z’s Roc Nation and Puma Drop NFT-Enhanced Sneakers

Puma and Roc Nation, the entertainment agency founded by rapper Jay-Z, have joined forces to create a sneaker collection that pays homage to the evolution of the mixtape in celebration of the 50th anniversary of hip-hop. The RS-XL Mixtape collection, designed by Alexander-John and Emory Jones, incorporates NFTs (non-fungible tokens) and exclusive digital content.

The collection features three sneaker styles: Cassette Tape, Disc, and Playlist, each inspired by mixtapes. Every pair of sneakers is equipped with a unique blockchain-backed LGT Tag hidden under the tongue of the left shoe. These NFC (near-field communication) chips can be scanned with a smartphone to unlock exclusive digital content, such as new music and access to Roc Nation's weekly mixtape drops.

Legitimate, a startup specializing in bridging physical products and digital experiences, has led the digital experience using its proprietary LGT Tag technology. Each NFC chip is linked to an NFT minted by Legitimate on the Avalanche blockchain, adding an additional layer of authentication for the physical products.

Buyers of the RS-XL Mixtape sneakers will not only enjoy the exclusive digital content and music but also gain access to a 14-track playlist featuring unreleased music from upcoming Roc Nation artists and behind-the-scenes content from Roc Nation artists' lives. Additionally, owners will have the opportunity to watch a new documentary on the history of hip-hop.

The collection was launched recently, and the sneakers are available for purchase online or in-store through Puma, Foot Locker, and Champs North American stores, priced at $130 per pair. The collaboration aims to celebrate the legacy and impact of hip-hop while offering consumers a unique and immersive experience that blends fashion, music, and blockchain technology.

#Web3.0 #NFT #Blockchain #Crypto #Cryptocurrency #AI #Metaverse #OpenSea #AR