Roc Nation and Puma Collaborate on NFT Sneaker Collection

Jay-Z’s Roc Nation and Puma have joined forces to launch a collaboration that combines fashion and blockchain technology. The result is the RS-XL Mixtape Sneaker Collection, a series of sneakers that not only exude style but also offer a unique digital experience through non-fungible tokens (NFTs).

The collection features three distinct sneaker styles: cassette tape, disc, and playlist, each representing a different era in music history. These designs pay homage to the mixtape culture that played a pivotal role in shaping hip-hop and other genres.

Blockchain-Powered Sneakers

What sets the RS-XL Mixtape Sneakers apart is the integration of blockchain technology through blockchain-powered LGT tags. These tags are discreetly embedded under the tongue of the left shoe and contain a unique digital identifier. By scanning this tag using a smartphone, wearers can unlock exclusive digital content related to the sneakers and the collaboration.

The blockchain-powered LGT tags serve a dual purpose. Not only do they provide access to exclusive digital content, but they also authenticate the physical products themselves. Each pair of RS-XL Mixtape Sneakers is connected to a specific NFT created by Valid on the Avalanche blockchain. This ensures the authenticity and provenance of the sneakers, giving buyers peace of mind knowing they own a genuine product.

Furthermore, the NFTs linked to the sneakers grant wearers special privileges and experiences. Buyers of the RS-XL Mixtape Sneakers will receive weekly mixtape drops, featuring unreleased music from up-and-coming Roc Nation artists. They will also gain access to behind-the-scenes content and a glimpse into the life of a Roc Nation artist.

Sneaker enthusiasts and fans of Jay-Z can get their hands on the RS-XL Mixtape Sneakers for $130 per pair. The collection is available for purchase online and in select Puma, Foot Locker, and Champs stores across North America. With limited quantities, these sneakers are expected to generate significant buzz and demand among collectors and music lovers alike.

Shaping the Future of Fashion and Blockchain Integration

The collaboration between Roc Nation and Puma signifies a significant step towards the integration of fashion and blockchain technology. By leveraging the power of NFTs and blockchain-based authentication, this partnership sets a new standard for the intersection of creativity, fashion, and digital experiences.

The RS-XL Mixtape Sneaker Collection offers consumers a stylish and unique footwear option and provides them with a connection to the music and culture that inspired its creation. This fusion of fashion and blockchain opens up a world of possibilities for brands to engage with their audience in innovative ways.


The RS-XL Mixtape Sneaker Collection is a testament to the transformative potential of blockchain technology in the fashion industry. Jay-Z’s Roc Nation and Puma have successfully harnessed the power of NFTs to create a collection that celebrates music history and offers an immersive digital experience. As fashion and blockchain continue to converge, we can expect more groundbreaking collaborations that push the boundaries of creativity and redefine the relationship between consumers and brands.


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