Legitimate, a non-fungible token (NFT) company, is joining forces with shoe giant PUMA and entertainment agency Roc Nation to launch a sneaker collection called “Evolution of the Mixtape.” The collection celebrates the 50th anniversary of hip-hop and provides buyers with exclusive music content curated by Roc Nation.
The three sneaker models, “Cassette Tape,” “Playlist” and “Disc,” are embedded with an “LGT Tag,” Legitimate’s near-field communication (NFC) chip in the tongue of the shoe. When scanned with a phone, the NFC chip unlocks an NFT that grants access to a digital portal with weekly mixtapes, behind-the-scenes artist content and unreleased tracks from Roc Nation artists.
“The vision here was to pay homage to and innovate on the concept of a mixtape bringing talent and people together, but also exploring how mixtape and hip-hop culture has evolved and grown over time, especially with the inclusion of tech,” said Calvin Chan, founder and CEO of Legitimate. “PUMA, Roc Nation and Legitimate are working together to innovate on this concept of the mixtape itself by seamlessly connecting the dots between fashion, music and technology.”
Utilizing an NFC chip and rewarding buyers with new music not only keeps them engaged, but builds brand loyalty. “‘Phygital’ products allow brands to engage with their customers on a physical and digital level,” said Chan. “This capability and visibility is very important for brands, and ultimately, extremely valuable for consumers as they derive more value from their purchases and brand loyalty.”