Puma Enters New Tokyo, in Web3 Collaboration with 10KTF Shop

PUMA has kicked off its largest Web3 collaboration to date, entering New Tokyo, the virtual city 10KTF calls home.

Founded in September 2021, 10KTF is a product of WENEW Labs known for its streetwear offerings and bespoke digital accessories. 10KTF is owned by Wagmi-san, a digital artisan whose collections and NFT community recently welcomed the global sports brand. 

News of the partnership was shared during the week of NFT.NYC, a conference attended by crypto industry professionals, traders, and other web3 enthusiasts. The official announcement confirmed weeks of speculation after Puma tweeted a video previewing the new release of a classic sneaker. Camouflaged in the video is a frame with the shop’s logo and Wagmi-san at his storefront. Despite how hidden it may have been, the subtle clue was quickly discovered and fueled conversations around its meaning for 10KTF collectors. 

Wagmi-san has previously alluded to his ambitions of bringing physical goods beyond the metaverse and Puma are excited to bring a physical layer to the current digital experience.

“Puma values the extremely engaged and passionate community that Wagmi-san has nurtured. We’re excited to join 10KTF,” said Chief Brand Officer at Puma, Adam Petrick. 

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