Non-fungible token (NFT) firm Reliable is teaming up with shoe behemoth PUMA and leisure company Roc Nation to launch a sneaker assortment.
Referred to as “Evolution of the Mixtape,” the gathering pays homage to the fiftieth anniversary of hip-hop and permits patrons to entry unique music content material curated by Roc Nation.
The three sneaker fashions, known as “Cassette Tape,” “Playlist” and “Disc” are embedded with an “LGT Tag,” Reliable’s near-field communication (NFC) chip within the tongue of the shoe. Homeowners can scan the NFC chip with their telephone to obtain an NFT that unlocks entry to a digital portal which can function weekly mixtapes, behind-the-scenes artist content material and unreleased tracks from Roc Nation artists.
Calvin Chan, founder and CEO of Reliable informed CoinDesk that partnering with PUMA and Roc Nation not solely tells the tales of a cultural motion, however helps broaden followers’ entry to their favourite artists’ music.
“The imaginative and prescient right here was to pay homage to and innovate on the idea of a mixtape bringing expertise and other people collectively, but additionally exploring how mixtape and hip hop tradition has advanced and grown over time, particularly with the inclusion of tech,” mentioned Chan. “PUMA, Roc Nation and Reliable are working collectively to innovate on this idea of the mixtape itself by seamlessly connecting the dots between trend, music and know-how.”
Moreover, he added that using an NFC chip and rewarding patrons for his or her buy with new music not solely helps hold them engaged, however builds model loyalty.
“‘Phygital’ merchandise enable manufacturers to interact with their clients on a bodily and digital stage,” mentioned Chan. “This functionality and visibility is essential for manufacturers, and finally, extraordinarily priceless for shoppers as they derive extra worth from their purchases and model loyalty.”
Whereas digitally-native trend has helped outline a imaginative and prescient for the metaverse, physically-linked objects might help facilitate the soar from Web2 to Web3. Final week, males’s luxurious model Dior launched NFC-chip embedded sneakers that make the most of the blockchain to show possession. In March, Web3 streetwear model Cult and Rain launched its second digital wearable assortment that includes bodily hoodies with NFC chips for garment provenance.
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