Puma uses NFC to link physical sneakers with digital content

If you buy a pair of RS-XL sneakers from Puma’s special collection called Evolution of the Mixtape, you can enjoy digital content like music and videos that only you can access. All you need to do is scan a small chip inside the shoe with your phone.

Puma and Roc Nation, an entertainment company, are working together to launch these sneakers. They want to celebrate 50 years of hip-hop music and culture.

The chip is hidden in the left shoe’s tongue. When you scan it, you can listen to a mixtape with 14 new songs by Roc Nation artists. You can also watch videos of them in the studio and a film about the history of hip-hop.

Legitimate is the company that made the chips. Its CEO, Calvin Chan, says that they use blockchain technology, but they don’t talk about it. He says that this is the future of blockchain.