PUMA Kicks Off New Web3 Collaboration

Sports brand hooks up with NTF marketer for co-branded sneaker.
License Global

June 27, 2022

Wagmi-san in his virtual storefront.
Wagmi-san in his virtual storefront.PUMA


has entered New Tokyo, the virtual city 10KTF shop calls home. The shop is known for its streetwear offerings and is owned by Wagmi-san, a digital artisan whose collections and NFT community recently welcomed the global sports brand. 

The official announcement confirms weeks of speculation after PUMA tweeted a video previewing the new release of a classic sneaker. Despite how hidden it may have been, the subtle clue was quickly discovered and fueled conversations around its meaning for 10KTF collectors. 

“PUMA values the extremely engaged and passionate community that Wagmi-san has nurtured,” says Adam Petrick, chief brand officer, PUMA. “We’re excited to join 10KTF and bring a physical layer to the current digital experience.” 

“Thanks to the rise of our 10KTF community and the like-minded craftspeople at PUMA, a long-held dream of mine gets to be fulfilled,” says Wagmi-san. “I am grateful for the opportunity to bring our crafts and our stories into the physical realm and usher in a

new era for New Tokyo.”  

For now, New Tokyo includes collectors of 10KTF, plus 16 additional


communities. This includes Gutter Cat Gang and Cool Cats, who have also partnered with PUMA as the sports brand becomes increasingly active in the web3 space. 

Further details of the project will be released this summer. 

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