Puma is launching a second edition of its web3 shopping experience. The retailer’s Black Station 2 digital world will follow their first engagement with web3, Black Station 1, which dropped during last year’s NYFW. The company is partnering with game developer Unreal Engine to offer consumers an “immersive environment” where they can buy limited-edition physical and digital sneakers—playing into the phygital trend. Taking steps into the metaverse is a smart move on the retailer’s part to engage their Gen Z audience, because as YPulse research shows, “the majority of 13-39-year-olds who play virtual world games say seeing other avatars in branded clothing makes them want to wear that brand.” (Glossy)
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