Puma just opened “Kicks,” a virtual storefront within Fortnite. The in-game shop features digital versions of popular Puma sneakers that players can purchase using “V-Bucks,” Fortnite’s in-game currency. The first drop includes styles from Puma’s collab with NBA star LaMelo Ball—like his “Butterfly” colorway and a new pink Speedcat style—plus other fan-favorite shoes. Kicks will continue to evolve alongside IRL sneaker releases, with Epic Games curating what drops when to keep things relevant for young consumers. The activation is part of Puma’s push to meet Gen Z where they already are: in the game. And it could be a winning move as YPulse’s Gaming Marketing Playbook shows 70% of 13-24-year-olds are interested in branded accessories for their avatars. (Marketing Dive)
👀 Read more from YPulse: The Top 10 Ways European Gen Z Wants to See Brands in Video Games
