Puma debuted its first-ever metaverse experience, Black Station, which features NFTs that can be redeemed for limited-edition physical sneakers, according to a press release. The experience is part of the sports brand’s “Futrograde” show during New York Fashion Week (NYFW).

Black Station includes a digital lobby space with three portals. The first two portals are accessible now and unveil the Nitro NFRNO and Nitro Fastroid sneakers which are linked to the brand’s recent NFT Nitropass mint. The third portal serves as the entry point to the digital NYFW metaverse fashion show where visitors can view a digital adaptation of the show and interact with the collection’s pieces.

Puma is the latest brand in the retail fashion space to embrace the metaverse and related technologies. The Black Station experience links digital design to physical products via an NFT, showcasing a way that brands can use the tech to engage with consumers and enrich their experiences, as has been done by the likes of Prada and American Eagle. Its name revives a brand concept that revolved around high-end fashion.

The Metaverse is expected to be worth 5 trillion dollars by 2030, per a McKinsey report, making it a shiny penny during the last year for marketers of all stripes, but especially those in retail and fashion. In May, Gap launched a virtual, purchase-free experience in Club Roblox, while Gucci opened a persistent digital space on the platform. Such experiences seek to engage the younger consumers who have popularized such digital platforms but are more difficult to reach through traditional ad channels.