Jay-Z’s Roc Nation and Puma Drop NFT backed Sneakers
A fusion of fashion, technology, and cultural significance.
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Apparel powerhouse Puma and entertainment agency Roc Nation, established by renowned rapper Jay-Z as a successor to his iconic hip-hop label, Roc-A-Fella Records, have joined forces to introduce an innovative sneaker collection. This unique collection, called RS-XL Mixtape, not only pays homage to the evolution of mixtapes but also incorporates NFTs into its concept.
The creative minds behind the RS-XL Mixtape sneaker collection are Alexander-John and Emory Jones, while the digital experience has been spearheaded by Legitimate, a startup that specializes in bridging the gap between physical products and digital interactions with its "LGT Tag" technology.
Within the collection, you can find three distinct sneaker styles, each drawing inspiration from mixtapes and aptly named Cassette Tape, Disc, and Playlist. What sets these sneakers apart is the presence of an exclusive blockchain-backed LGT Tag discreetly placed beneath the tongue of the left shoe. This LGT Tag, equipped with near-field communication (NFC) technology, can be scanned using a smartphone to unlock exclusive digital content, offering a novel and immersive experience to the sneaker enthusiasts.
Every NFC chip within the RS-XL Mixtape sneaker collection is seamlessly integrated with an NFT that has been specially created and recorded by Legitimate through the Avalanche blockchain. These NFT-linked LGT Tags serve a dual purpose by not only enhancing the digital experience but also providing a robust authentication system for physical products, such as sneakers and various apparel items.
With this technology, buyers will enjoy several additional perks, including access to weekly mixtape releases, featuring a curated 14-track playlist showcasing unreleased music from promising artists under Roc Nation's umbrella. Moreover, purchasers will gain exclusive "unfettered access to life behind the scenes as a Roc Nation artist." The label boasts an impressive roster of artists, including renowned names such as DJ Khaled, Alicia Keys, Fever 333, and Rihanna, making this opportunity all the more enticing for fans and enthusiasts.
As part of the celebration of 50 years of hip-hop, an exciting new documentary chronicling the history of this genre will be made available to the owners of the Mixtape sneaker collection. Sneaker enthusiasts can purchase these unique shoes either online or in-store through Puma, Foot Locker, and Champs North American stores, with each pair priced at $130.
Legitimate's founder and CEO, Calvin Chan, expressed his thoughts on the collaboration, emphasizing the startup's belief in seamlessly integrating next-generation technology without explicitly mentioning blockchain in its products. He stated that this partnership with Puma and Roc Nation beautifully exemplifies that belief.
Chan went on to highlight the significance of this collaboration, as it marks the first time that brands of such high caliber are utilizing cutting-edge technology to go beyond mere product sales. Instead, they are collectively engaged in telling a powerful story, amplifying creators' voices, and celebrating a movement that has captivated the world for five decades. This extraordinary initiative represents a fusion of fashion, technology, and cultural significance, creating an unforgettable experience for all involved.
Thanks for reading, David Skilling.
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