Roc Nation, founded by hip-hop artist Jay-Z, has teamed up with global sports company Puma and blockchain startup Legitimate to offer a unique experience. They’re set to launch a sneaker collection – the RS-XL Mixtape – which will feature non-fungible tokens (NFTs). A mix of three designs – Cassette Tape, Disc, and Playlist – each host a hidden blockchain-backed LGT Tag under the left shoe.
These NFC (near-field communication) embedded sneakers can be scanned using a smartphone, revealing exclusive digital content. Furthermore, each chip is tied to an NFT, minted on the Avalanche blockchain by Legitimate. Not only does this create a bridge between physical and digital realms, it also provides a method of authenticating the product.
Granted, purchasing crypto no longer earns new enthusiasts a recorded message from Elon Musk. But buyers of the RS-XL Mixtape sneaker collection will receive weekly mixtape drops, featuring exclusive fresh tracks from developing Roc Nation artists and even access to behind-the-scenes content. In an industry that already has access to artists such as Rihanna and DJ Khaled, this certainly adds a digital allure that’s bound to attract fans.
On the other hand, the integration of blockchain into physical commodities raises serious concerns. Security of digital assets is essential, and while we haven’t heard of any shoe hacking incidents to date, the potential vulnerability can’t be overlooked. Furthermore, the value provided by blockchain integration is primarily novelty, and arguably companies may simply be capitalising on the current blockchain craze rather than providing something of lasting value.
At a time when the hip-hop industry is heralding its 50-year lifespan, Puma’s new collection projects an interesting perspective on the future. As a bridge between traditional industries and blockchain technology looms above us, the reverberations are bound to be seismic.
Despite scepticism regarding the direct utility of such ventures, luxury fashion house Dior has followed the trend by launching a new Ethereum blockchain-backed sneaker line, the B33. The shoes come with a digital twin, a corresponding NFT, marking the next step into digital reality. What is clear is that the worlds of blockchain and business are continually colliding, creating an exhilarating arena of opportunities at the frontier.
Source: Cryptonews
