During the Summer of 2023, we partnered with PUMA and Roc Nation on an innovative collaboration that redefined kicks and culture as we know it. 

The Mixtape Collection marked a game-changing shift in traditional sneaker drops, leveraging our cutting-edge technology to embed an actual mixtape in the tongue of a shoe. Yes, you read that right.

• Innovative Integration: Seamlessly embed Legitimate’s technology into the Mixtape Sneaker Collection, delivering an unparalleled interactive experience.
• Exclusivity: Offer exclusive access to unreleased Roc Nation mixtapes, driving hype and demand for the collection.
• Engagement: Boost post-purchase engagement by releasing additional mixtape tracks, behind-the-scenes content, and exclusive music videos over time.
• Authenticity: Boost post-purchase engagement by releasing additional mixtape tracks, behind-the-scenes content, and exclusive music videos over time.

With our Legitimate NFC Tags discreetly embedded in each RS-XL sneaker, consumers unlocked a personalized, experience simply by hovering their phone over the tag - no app or download needed. This wasn’t just another static landing page either, rather the Legitimate Tag authenticated the product to its owner (via the blockchain), and ensured content remained exclusive to that person, transforming the way fans interacted with their kicks. The entire experience reinforces trust and exclusivity, while upping the game on consumer direct marketing and exclusive content and experiences. 

‍For four weeks, fresh tracks from an exclusive Roc Nation mixtape dropped within the digital experience. Fans enjoyed not just the music, but also music videos, behind-the-scenes footage, roundtable discussions, and more. This strategy gave PUMA and Roc Nation unprecedented access to their audience, creating a dynamic engagement loop.

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The Results:

• Engagement: Legitimate Tags were scanned an average of four times per pair, with the content drip strategy driving sustained engagement.
• Reach: tags were scanned by customers in 20 countries, 97 geographic regions, 671 cities, and 46 US states.
• Engagement: 90% of customers subscribed to receive marketing emails, with open rates soaring to 65.38%, more than triple the industry standard.

• Brand Awareness: Legitimate’s technology gained significant recognition, paving the way for future high-profile collaborations.

This collaboration between PUMA, Roc Nation, and Legitimate isn’t just a case study; it’s a blueprint for the future of connected streetwear. By integrating digital experiences seamlessly into physical products, we’re not just selling sneakers – we’re crafting stories, building communities, and setting new standards in the industry.