Emerging Technologies

Puma’s Web3 Efforts Are Paying Off and Driving Consumer Engagement

The apparel giant partnered with Roc Nation and Legitimate to connect physical and digital worlds

(L. to r.) Cheyenne Anthony, marketing manager at Roc Nation; David Ballin, senior brand strategist at Puma; Calvin Chan, CEO of Legitimate; and Christine Lane of Adweek discuss Pumas campaign during a NexTech panel.
(L. to r.) Cheyenne Anthony, marketing manager at Roc Nation; David Ballin, senior brand strategist at Puma; Calvin Chan, CEO of Legitimate; and Christine Lane of Adweek discuss Puma's campaign during a NexTech panel. Ivan Piedra Photography
Image of Trishla Ostwal
By Trishla Ostwal

With artificial intelligence making swift advancements every day, the metaverse—recently presumed “dead” in the industry—is silently enabling brands to bridge physical products with digital experiences, reaching new audiences and ultimately driving revenue.

During Adweek’s NexTech event on Nov. 15, Puma shared how its bullish Web3 initiatives dispelled common crypto critiques. Thanks to its blockchain-driven campaign earlier this year with entertainment agency Roc Nation and phygital products platform Legitimate, the apparel giant sold more than 16,000 pairs of shoes online and in stores.

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Image of Trishla Ostwal

Trishla Ostwal

Trishla is an Adweek staff reporter covering tech policy.

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