{"id":36084,"date":"2023-07-15T12:46:29","date_gmt":"2023-07-15T16:46:29","guid":{"rendered":"https:\/\/ifintechworld.com\/markets\/crypto\/jay-zs-roc-nation-and-puma-collaborate-on-nft-enhanced-sneakers\/"},"modified":"2023-07-15T12:46:31","modified_gmt":"2023-07-15T16:46:31","slug":"jay-zs-roc-nation-and-puma-collaborate-on-nft-enhanced-sneakers","status":"publish","type":"post","link":"https:\/\/ifintechworld.com\/?p=36084","title":{"rendered":"Jay-Z’s Roc Nation and Puma Collaborate on NFT-Enhanced Sneakers"},"content":{"rendered":"
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Jay-Z<\/strong>‘s\u00a0Roc Nation<\/strong>\u00a0and\u00a0Puma\u00a0<\/strong>have joined forces to create a new sneaker collection that incorporates\u00a0non-fungible tokens (NFTs)<\/strong>.<\/p>\n

The entertainment agency and the apparel giant have partnered with\u00a0Legitimate<\/strong>, a startup that bridges the gap between physical and digital realms using its proprietary “LGT Tag” technology, to launch the\u00a0RS-XL Mixtape<\/strong>\u00a0sneaker collection, according to a\u00a0Friday press release.\u00a0<\/p>\n

The collection consists of three mixtape-inspired sneaker styles:\u00a0Cassette Tape<\/strong>,\u00a0Disc<\/strong>, and\u00a0Playlist<\/strong>. Each pair of sneakers contains a unique blockchain-backed LGT Tag concealed under the tongue of the left shoe.<\/p>\n

This\u00a0near-field communication (NFC)<\/strong>\u00a0chip can be scanned with a smartphone to unlock exclusive digital content.\u00a0<\/p>\n

Additionally, each NFC chip is linked to an NFT minted by Legitimate through the Avalanche blockchain. These NFT-linked LGT Tags can also authenticate physical products, including sneakers and other apparel.<\/p>\n

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Buyers of the RS-XL Mixtape sneakers will gain access to weekly mixtape drops, a 14-track playlist featuring unreleased music from upcoming Roc Nation artists, and “unfettered access to life behind the scenes as a Roc Nation artist.”\u00a0<\/p>\n

Notably, Roc Nation’s roster currently includes\u00a0DJ Khaled<\/strong>,\u00a0Alicia Keys<\/strong>,\u00a0Fever 333<\/strong>, and\u00a0Rihanna<\/strong>. Owners of the sneakers will also receive a new documentary on the history of hip-hop.<\/p>\n

Puma has stated that the release of the Mixtape collection aligns with this year’s broader celebration of 50 years of hip-hop.\u00a0<\/p>\n

The RS-XL Mixtape sneakers Are Available For $130<\/h2>\n

The collection is available for purchase online or in-store at Puma, Foot Locker, and Champs North American stores for $130 per pair.<\/p>\n

Legitimate’s founder and CEO,\u00a0Calvin Chan<\/strong>, emphasized that the collaboration showcases the startup’s belief that blockchain technology does not need to be explicitly mentioned in its products.\u00a0<\/p>\n

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“This collaboration is the first time in history that brands of this caliber are leveraging next-generation technology to do more than just sell a product. Collectively, we’re helping tell a story, elevate creators’ voices, and celebrate a movement that has captivated the world for half a century.”<\/p>\n<\/blockquote>\n

In June, Puma collaborated with NBA star LaMelo Ball and the NFT project Gutter Cat Gang to release a sneaker-based collection.\u00a0<\/p>\n

Through the collaboration, customers could purchase an NFT from the OpenSea marketplace and subsequently exchange it for a physical pair of sneakers.<\/p>\n

Likewise, luxury fashion house\u00a0Dior<\/strong>\u00a0unveiled a new line of men’s sneakers\u00a0that leverages the Ethereum blockchain to offer a matching NFT last month.\u00a0<\/p>\n

The sneakers, called the\u00a0B33<\/strong>, are part of\u00a0Dior’s Men’s Fall 2023<\/strong>\u00a0collection and were designed by Dior Menswear artistic director\u00a0Kim Jones<\/strong>, the company said in a Friday tweet.\u00a0<\/p>\n

What sets these sneakers apart is their unique online authentication system and accompanying NFT. Each pair of shoes will be linked to a “digital twin,” a matching NFT minted on the Ethereum blockchain.\u00a0<\/p>\n<\/p><\/div>\n