#55: PUMA Embraces a Mix of New Digital Strategies

In This Article

Around the Block…

• Blockchain / NFTs: Williams Racing

• AI: PUMA

• AR / VR: ASICS, PUMA

• Gaming / Metaverse: NASCAR, PUMA, Amazon

• Roblox: Starbucks, L’Oreal, Walmart, Charles & Keith

Chain Reactions!

• PUMA’s Digital Push

• Starbucks’ Strategic Pivot

• Walmart’s Seasonal Content Strategy

Around the Block…

Blockchain / NFTs

• Williams Racing: Continues Kraken Partnership with New NFT Contest

  • Williams Racing and crypto exchange Kraken are bringing back their ‘Rear Wing Takeover’ contest for the U.S. Grand Prix following its debut in 2023. Holders of Williams Racing’s ‘Grid Pass’ NFT will receive an airdrop from the new ‘Cosmos Collection’, featuring 100,000 NFTs designed by Web3 artist CandyApple. Fans can submit their ‘Cosmos’ NFTs to be featured on two Williams Racing cars’ rear wings. Six winning NFTs will be featured during the race in Austin on October 20.

  • Source: Williams Racing / Kraken / Decrypt / Kraken (Cosmo’s Collection)

AI

• PUMA: Partners with Google Cloud AI for Personalized Product Imagery

  • PUMA is transforming its e-commerce experience using Google Cloud’s generative AI technology. By leveraging ‘Imagen’ on Vertex AI, PUMA can now create personalized product imagery tailored to individual customers and regions. For instance, shoppers in Japan might see shoes displayed against iconic backdrops like the streets of Ginza or Mount Fuji. This AI-driven approach has improved click-through rates and dramatically sped up PUMA’s digital campaigns, allowing products to become shoppable as soon as they hit warehouses. With plans to explore even more advanced AI capabilities, like Imagen 3, PUMA continues to lead in the use of AI for personalized online shopping experiences.

  • Source: PR Newswire (Google Cloud) / Retail TouchPoints / WSJ

AR / VR

• ASICS: Enhances Customer Experience with AR Activations

  • ASICS is deepening its augmented reality (AR) use to engage shoppers. Recent activations include a web-based AR try-on and 3D visualization for the ‘Gel Nimbus 9’ shoe, developed in collaboration with virtual try-on company Vyking and 3D modeling firm Scanologics BV. Additionally, Asics introduced interactive AR installations in Paris, showcasing a deconstructed shoe experience created by Sense Immaterial Reality.

  • Source: ASICS Virtual Try-On / LinkedIn (Thibault Marion de Proce) / LinkedIn (SENSE iMMATERiAL REALiTY)

• PUMA: Partnering on XR Shopping Experience for Meta Quest

  • PUMA is teaming up with Meta to create an extended reality (XR) shopping experience for the Meta Quest headset device. Previewed at the Meta Connect conference, the virtual shopping experience will allow users to interact with PUMA products in real time. Shoppers can change a product’s color with a swipe, transforming the virtual environment around them. This approach will blend product exploration with immersive storytelling, giving consumers a unique shopping journey.

  • Source: Retail TouchPoints

Gaming / Metaverse

• NASCAR: iRacing Series Brings Virtual Racing to the NASCAR Hall of Fame

  • For the third year in a row, the eNASCAR Coca-Cola iRacing Series championship took over the NASCAR Hall of Fame. Powered by iRacing, this virtual racing series lets drivers compete on ultra-realistic digital NASCAR tracks. Fans, drivers, and even Dale Earnhardt Jr. were there to catch the action, showing how simulated racing is becoming a more significant part of the NASCAR experience.

  • Source: Yahoo (NASCAR) / iRacing

• PUMA: Partners with Rocket League for Game-Inspired Fashion Items

  • PUMA has teamed up with the popular game Rocket League to launch a physical apparel and footwear collection inspired by the game. The line features graphics that mirror Rocket League's in-game aesthetics. As a bonus, each shoebox includes a code that unlocks in-game rewards, adding a layer of connection between fashion and gaming. The collaboration celebrates Rocket League’s Champions Road and World Championship events, that ran through September, with exclusive PUMA bundles and challenges appearing in-game.

  • Source: Puma / Rocket League / Puma x Rocket League Collection

• Amazon: Integrates Brand Partners in New Twitch Experience on Fortnite

  • Amazon Ads and Twitch are transforming branded gaming with ‘The Glitch,’ a new multi-game experience within Fortnite. Developed in collaboration with the gaming studio LookNorthWorld, The Glitch offers Amazon Ads a unique opportunity to integrate brands into immersive gameplay; Dominos and Peloton are the first two brand partners. Players interact with branded elements—like smashing through a virtual Domino’s store to trigger a “pizza party” that restores health—all while navigating a multidimensional storyline. Amazon is carefully selecting brand partners that not only fit seamlessly into the narrative but also meet specific ad spend thresholds tied to Amazon’s larger advertising ecosystem.

  • Source: Fortnite (Glitch Zone Wars) / Amazon Ads / Venture Beat

Roblox

• Starbucks: Enters Roblox with Virtual Coffee Shops in Popular Experiences

  • Starbucks has launched four virtual coffee shops in popular Roblox virtual city experiences, including ‘Bilberry City’ and ‘Seaboard City.’ The experiences, created by metaverse developer Dubit, allow players to order virtual drinks from baristas, chat with others, and embark on a treasure hunt to collect coffee-themed items. These in-game achievements unlock exclusive rewards, including 35,000 UGC items, and some can even be redeemed for real-world prizes like free coffee in select Starbucks stores across Asia Pacific.

  • Source: Retail Tech Innovation Hub / CCN

• L’Oreal: Brings Latest Paris Fashion Week Show to Roblox

  • L'Oréal Paris brought their Paris Fashion Week show to life on Roblox with the ‘Walk Your Worth’ experience. Over one million players participated in just five days, walking a virtual runway at Place de l'Opéra to celebrate empowerment and inclusion. Players could unlock free UGC wearable items and in-game rewards by earning "love" through their participation. The experience was created with the help of Dubit and GEEIQ and will be live in Roblox until November 22.

  • Source: Roblox (L’Oreal Paris Catwalk Simulator) / LinkedIn (Dubit) / LinkedIn (Matthew Warneford)

• Walmart: Updates Roblox for Halloween, Offers Spongebob UGC to Buyers

  • Walmart has revamped its Roblox ‘Discovered’ experience for Halloween, introducing three new real-world items—a pumpkin pillow, black cat pillow, and ghost pillow—that come with matching digital UGC wearables. Players can also collect new costumes and free Halloween-themed UGC in-game. Additionally, from October through December, anyone purchasing Roblox gift cards at Walmart stores will receive an exclusive SpongeBob-themed UGC item each month as a special bonus.

  • Source: Roblox (Walmart Discovered) / Walmart (Roblox Gift Card)

• Charles & Keith: Brings Fashion to Roblox with the Help of DRESSX

  • Charles & Keith, a Singaporean fashion brand known for its footwear, handbags, and accessories, has teamed up with digital fashion retailer DRESSX to bring its ‘Summer’s Calling’ collection to Roblox. This collaboration introduced five digital pairs of shoes and five bags, all embodying the breezy, laidback vibe of the season. Available for a limited time, the collection lets users experience Charles & Keith’s signature summer style in the digital realm.

  • Source: Roblox (Charles & Keith Digital Catalog) / Charles & Keith / Retail Tech Innovation Hub

Chain Reactions!

PUMA’s Digital Push

• PUMA is diving headfirst into the digital space with several high-profile activations that demonstrate its commitment to innovation. From integrating AI-driven personalized shopping experiences with Google Cloud to exploring extended reality (XR) shopping on Meta Quest, PUMA is positioning itself as a digital leader. On top of that, the collaborations with Rocket League and UNKJD Soccer show how PUMA is connecting the worlds of fashion and gaming by merging physical products with in-game rewards. This holistic approach shows that PUMA isn’t just dabbling in digital but is setting a new standard for approaching an omnichannel digital customer experience.

Starbucks’ Strategic Pivot

• After ending its Web3-powered Starbucks Odyssey project earlier this year, Starbucks has taken a new direction with its integration into Roblox. By partnering with existing popular virtual spaces rather than building a standalone experience, Starbucks is testing the waters of virtual engagement in a less risky way. The virtual coffee shops on Roblox blend digital and physical rewards, allowing players to earn in-game perks that tie into real-world benefits—a loyalty strategy reminiscent of Odyssey but without the NFT aspect. This pivot away from Web3 could signal Starbucks’ focus on more accessible and mainstream digital experiences.

Walmart’s Seasonal Content Strategy

• Walmart continues to stay relevant in the virtual world by regularly updating its Roblox ‘Discovered’ experience, this time with a Halloween-themed refresh. With the addition of themed UGC items, players can enjoy seasonal content that ties into real-world purchases. Walmart’s approach of aligning digital activations with real-world seasonal life—combined with exclusive in-store perks for Roblox gift card purchasers—shows the brand's dedication to keeping its Roblox presence dynamic and in tune with consumer interests.

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