In a fusion of fashion, music and blockchain technology, NFT firm Legitimate has teamed up with Puma and Roc Nation to release a unique sneaker collection. Called the evolution of the mixtape, the collection celebrates hip-hop’s 50th anniversary and promises buyers access to exclusive music content from Roc Nation.
The collection includes three sneaker models: Cassette Tape, Playlist and Disc. Part of what makes these sneakers unique is a built-in Near Field Communication (NFC) chip called the LGT tag that resides in the tongue of the shoe. By scanning this chip, owners unlock a digital portal containing weekly mixtapes, never-before-released tracks, and behind-the-scenes content from Roc Nation artists.
In honor of the evolution of hip-hop
Legitimate’s founder and CEO, Calvin Chan, stressed in an interview with CoinDesk that the partnership with Puma and Roc Nation goes beyond storytelling of a cultural movement – it actively expands fans’ access to their favorite music artists.
According to Chan, the project aims to explore and innovate the concept of a mixtape and how hip-hop culture has evolved over time, highlighting the need for technological integration. Through this collaboration, Puma, Roc Nation and Legitimate aim to intertwine the threads of fashion, music and technology in a new way. Chan also highlighted the potential of NFC chip technology in promoting brand loyalty.
The idea of ”phygital” products, which combine physical and digital engagement, is a critical development in branding strategies. Chan believes that this dual involvement not only increases customer value, but also strengthens brand loyalty through these added benefits. While the amalgamation of digital and physical products is not an isolated phenomenon, one of the things that has hindered the widespread adoption of phygital goods is its lack of usability for the average consumer.
Web3 mergers like this are an attempt to address that lack of clarity, and they’re only becoming more common. Last week, French luxury fashion house Dior launched its own NFC chip-embedded sneakers, demonstrating the utility of integrating blockchain technology in proving authenticity and ownership. Earlier this year, streetwear brand Cult and rain also presented its second digital wearable collection featuring vibrant physical hoodies embedded with NFC chips, underlining the provenance of garments.