The sneaker industry’s new technology-minded marketing approach is changing the sneaker game. To target the next gen of consumers, sneaker brands are pairing with Web3 and gaming brands to get the physical, digital (and vice versa). Puma recently joined forces with Legitimate, a phygital product developer, and Jay-Z’s Roc Nation agency to launch their “Evolution of the Mixtape” RS-XL sneakers, with each pair containing scannable NFC tags with a “digital portal” of mixtapes and behind-the-scenes content from Roc Nation artists. Additionally, sneaker marketplace platform The Edit LDN is partnering with gaming company 2K at the Sneakerness festival in London to offer a gaming area for attendants to get a first look at the NBA 2K24 game—with the founder saying “As we continue to build our brand, we need to think about where our audiences are.” YPulse predicted earlier this year that phygital campaigns would redefine Web3 marketing towards Gen Z and Millennial consumers, and clearly the sneaker industry has taken advantage of these virtual integrations. (Glossy)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
