PUMA reveals first-ever metaverse experience with exclusive NFTs at NYFW
by Gabriel Córdoba Acosta

Sports company PUMA has been another of the many brands to take a gamble and join the world of the metaverse. Its Black Station project has been in charge of making its debut in this field and presenting exclusive NFT with limited edition redeemable physical trainers, as part of its “FUTROGRADE” show during NYFW.
PUMA Black Station has been imagined as an immersive and interactive place to experience the future of the brand. As a blank, constantly evolving 3D canvas, Black Station will become a dynamic destination to visit, connecting consumers with various web3 activations that will emerge over the course of the next year and beyond.
“Twenty years ago, Black Station was PUMA’s home for our most innovative designs in fashion,” said Adam Petrick, PUMA’s Chief Brand Officer. “Given the boundaries we are pushing from a product design and digital standpoint, we found it fitting to bring Black Station back as a new portal for digital exploration across fashion, sport performance, our heritage classics, and innovation.”
What is the PUMA experience? We tell you. It starts from the moment visitors decide to enter the hyper-realistic digital lobby with three different portals. The first two, which are already accessible, will unveil exclusive never-before-seen shoes, such as the NITRO NFRNO and Nitro Fastroid linked to PUMA’s newly minted NFT Nitropass.

And we’ll let you in on a secret, so in confidence, the important or cool thing about the experience, in addition to living it, is getting a Nitropass, as those who do so will be able to receive two NFTs: one linked to physical products and another that unlocks a personalized experience linked to the chosen shoe. After the show, those who get the Nitropass will be able to claim their physical trainers by burning the NFT they have claimed. This marks uncharted territory for the brand in the web3 space, establishing its first PUMA-owned NFT that links digital design with physical products in real life for consumers.
In terms of digital product design, PUMA encouraged its in-house designers to push the creative boundaries to imagine what a 3D digital trainer could look like.
The sneakers recontextualize iconic PUMA features through bold, innovative designs. Fastroid takes a performance tech silhouette to the extreme with exaggerated volumes of Nitro foam in gradient high-impact hues. With “sport is art” as the guiding ambition, NFRNO appears like a hybrid collision of the past and future, drawing inspiration from obscure archive styles to arrive at a multi-part molded construction.

Black Station’s latest portal will function as the entrance to NYFW’s digital fashion metaverse. Visitors will be immersed in an abstracted interactive space with point cloud style effects. They will travel through a digital adaptation of the runway show, where visitors will be able to interact with pieces from the collection.
Most important of all, how to live this experience? By logging on to blackstation.puma.com.
The Culture Week in Tbilisi: Georgian-Ukrainian cultural bridge
Off-White c/o Virgil Abloh™ FW22 Campaign
The book challenges narrow ideas of beauty and masculinity by simply letting men exist, unpolished and unapologetic, across generations.
The Guggenheim Museum Bilbao has opened the Barbara Kruger exhibition, Another day. Another night., curated by Lekha Hileman Waitoller and sponsored by Occident. This exhibition expands her audience and influence while pushing the limits of modern art… »
Forget ironed polos and pristine blazers. Peter Wu’s Spring/Summer 2026 collection is a tribute to the thrifted sweaters, the cut-off Dickies, the flannel pajama pants worn to early morning lectures.
Amsterdam’s Daily Paper has teamed up with Oakley to reimagine the Gascan sunglasses, combining streetwear storytelling with technical innovation.
Berlin’s KitKat Club became the perfect runway for #DAMUR’s Spring/Summer 2026 collection, “Get Wet.”
COLRS unveiled its Spring/Summer 2026 collection “JUMPING FENCES” during Berlin Fashion Week, bottling the reckless energy of a Brazilian summer.
On July 1st at Berlin’s old Tempelhof Airport, BALLETSHOFER staged a runway show that challenged how we dress for travel.
At Berlin Fashion Week, Andrej Gronau presented its Spring/Summer 2026 collection, Alpine Fiction.
At Berlin Fashion Week, Orange Culture unveiled its Spring/Summer 2026 collection, “In the Shadows.”
Berlin Fashion Week served as the stage for SF1OG’s SS26 collection, a deeply personal examination of love’s darker edges, obsession, fragility, and emotional unraveling.
Lenny aka Futura 2000, took the time to speak with us ahead of the exclusive launch.
This summer, Ludovic de Saint Sernin revisits Fire Island to relaunch its swim line with a campaign steeped in erotic freedom and community reverence.
Chitose Abe remains one of the most avant-garde voices of her generation, capable of injecting freshness, desire, and direction into a fashion that needs it more than ever.
K-Way’s new men’s summer collection focuses on keeping things cool, comfortable, and practical.
PUMA and JJJJound have done it again. Their latest collaboration takes the spiked silhouette of the 1999 PUMA Mostro and strips it down to its essentials.
This Pride month, The Barcelona EDITION isn’t just waving a flag—it’s becoming one. From graphic art explosions to drag royalty brunches, the hotel pulses with a raw, vivid celebration of queer creativity, inclusion, and unfiltered joy.
At Galerie Sultana, Gardouch presented its second collection, Playing Pretend, not as mere clothing but as objects that hold fragments of memory.
Zico steps into the brand’s world as part of its ongoing mission to connect with cultural leaders across fashion, music, and art.
The “White” Pack reimagines Skepta’s signature Skope Forever sneaker in an arctic palette.
The question hangs heavy in the air: How do we keep making clothes when the world burns?
Haderlump’s Spring/Summer 2026 collection breathes new life into Ex Libris, translating these historical markers into wearable narratives.
Francesco Risso joined forces with artists Olaolu Slawn and Soldier Boyfriend for something raw, immediate, and deeply personal.
For Spring/Summer 2026, David Koma presented I LOVE DAVID at Berlin Fashion Week, a menswear collection that balances humor with depth.
SLⱯY, unveiled during Berlin Fashion Week, takes the ancient tale of Saint George and the Dragon and flips it into a meditation on modern battles.
Change isn’t always about moving forward, but sometimes, it’s about holding on. For their Spring/Summer 2026 collection, Milieuschutz, Richert Beil explores exactly that tension.
Inspired by the hidden love stories of novels like Maurice, Swimming in the Dark, and Young Mungo, the collection moves through three emotional stages of queer coming-of-age: concealment, self-acceptance, and the bittersweet weight of memory.
Through its new CGI campaign, “Beyond Real, Beyond Now,” and a community-driven approach, REVERSIBLE is bridging the gap between inspiration and accessibility.
Eugenio Elverdin photographed by Lucas Ricci and styled by Gaston Olmos, in exclusive for Fucking Young! Online.
There’s a particular kind of freedom that comes with movement, and AMBUSH’s Spring/Summer 2026 collection, “Tribe on the Move,” captures that feeling.
Louis Vuitton’s latest travel campaign takes viewers on a visual journey through China, reimagining travel as an experience rather than just a destination.