Why Puma Sees a Future in Virtual Products, Despite the NFT Bust

For Puma, embracing the virtual world has been a learning experience.

A year ago, during New York Fashion Week, it introduced Black Station, a 3D online space to showcase new products and ideas that Puma used to launch two new sneakers, the NFRNO and Fastroid, the physical versions of which buyers could only claim after purchasing corresponding limited-edition NFTs.

Black Station and the NFT-linked shoes represented new methods of connecting…