PUMA replaces NFT to lock in "Generation Z" traffic

International sports brand PUMA is looking for a new self in the wave of NFT.

On March 2, PUMA Twitter replaced the classic cougar leaping avatar and replaced it with the Cool Cats series NFT image. Just a few days ago, it also changed the official Twitter name to the ENS domain name "PUMA.eth". There are various signs that PUMA is trying to connect with NFT and the Metaverse.

Prior to this, sports brands such as Nike, Adidas, and Li Ning had all made arrangements in the NFT field. Nike acquired the virtual sneaker company RTFKT in December last year, using NFT as a medium to accelerate digital transformation; Adidas not only settled in The Sandbox virtual space, but also cooperated with projects such as Bored Ape Yacht Club to issue NFT; Li Ning’s NFT sneaker works sold for more than 1.12 million auctioned at the price of Yuan.

Sports brands have taken the initiative to enter the NFT market. In addition to selling NFTs that can bring additional revenue, it is a deeper reason to increase their appeal to the younger generation. A report from online research platform CivicScience shows that people who are interested in NFTs and those who like sneakers and collectibles are a category of people, and their age group is between 18 and 24 years old. This group of people is precisely the young people known as "Generation Z".

According to marketing research agency EternityX, launching NFTs can not only enhance the brand image, but also attract a whole new generation of audience, because it shows that the brand is already at the forefront of the trend and has a common language with the trend-setting Generation Z and young millennials .

NFT is becoming the new traffic password for brands such as PUMA.

PUMA official push avatar changed to "Cool Cat" NFT

When Rudolf Dassler founded PUMA in 1948, his goal was simply to build a sneaker factory. After more than half a century of development, PUMA has grown into a world-renowned large multinational company. Now, a metaverse change is coming, and PUMA has begun to seek transformation in this torrent.

On March 2, PUMA's official Twitter replaced the classic Cougar Leaping avatar, and replaced it with a blue cat with an orange hat and trendy glasses. This avatar is the popular Cool Cats in the NFT field. One of the series of NFTs, it implies that PUMA is bound to NFTs from this moment on.

brand

PUMA official push to replace Cool Cats NFT avatar

Just 4 days ago, PUMA renamed its Twitter account "PUMA.eth", and this ENS (Ethereum Domain Name Service) domain name is actually an NFT. PUMA's attitude is clear. This global sports brand seems to be going to show its strengths in the metaverse and NFT.

This change did not come on a whim. As early as January this year, PUMA posted on its LinkedIn the position of interim Digital Culture Manager, which requires people to build presentations and materials around Web3 projects; identify, meet and review potential companies that PUMA is working with in the Web3 space; educate on Web3 Departments of PUMA, etc.; need to understand the Web3 field, including NFTs, Metaverse, DAOs, etc.

The above new actions set the tone for PUMA's development in 2022, and a "virtual shoe factory" seems to be in the works.

After changing the new avatar, PUMA's official tweet asked netizens how they thought about the change. In the comment area, COOL's evaluation was brushed up, and people didn't seem to feel any incongruity with the combination of PUMA and NFT. However, some people think that this blue cat is not prominent enough, and some people post NFT pictures of the Big Cats series, thinking that cool big cats are more suitable for this brand.

In the eyes of the outside world, it is not surprising that PUMA enters the NFT, but it is strange that it does not "do it" with the NFT. Because before PUMA, its competitors such as Nike, Adidas, Li Ning, Anta and other sports brands have already made arrangements on NFT.

In December, Nike acquired virtual sneaker company RTFKT, a 2020 startup that creates NFTs for sneakers and other collectibles, for an undisclosed sum. In February last year, RTFKT and teenage artist FEWOCiOUS jointly launched three NFT sneakers, priced at $3,000, $5,000 and $10,000 respectively. Such a high price did not stop fans' enthusiasm for buying, and 600 were sold in just 6 minutes. Pair of virtual shoes.

Perhaps this sale allowed Nike to see the broad market for NFT sneakers. Nike CEO John Donahoe (John Donahoe) said the acquisition is another step in Nike's accelerated digital transformation. Recently, Nike has also filed a trademark application to sell its sneakers, apparel and other NFTs emblazoned with its famous logo; in addition, Nike has also launched a virtual game space on a platform supported by Robles Games, where users can Dress up your avatar with Nike virtual clothing there.

Another sports brand, Adilas, launched 30,000 "Into the metaverse" series of NFT works in December last year, and also obtained a virtual land in the metaverse project The Sandbox to display brand culture; not long ago , Adidas also joined hands with Prada to launch Adidas for Prada Re-Source, the first open metaverse and user-generated NFT project in collaboration with digital artist Zach Lieberman.

It can be said that it has become a trend for sports and fashion brands to actively seek to combine with NFT, and now PUMA is here.