Puma and Manchester City Expand Partnership into Web3 with First-Ever Metaverse Kit Launch on Roblox

Puma has unveiled the 2022/23 City Third kit on Roblox.
Image source: Manchester City

Quick take:

  • The new Third jersey features details inspired by Manchester’s street art.
  • The metaverse launch event will bring new community-created merchandise and activity updates.
  • Users who compete and win in Football Rush can redeem a free digital Manchester City Third kit jersey.

Puma and Manchester City have unveiled the 2022/23 City Third kit in PUMA and the Land of Games experience on Roblox as they take their long-term strategic partnership into the metaverse. Both entities signed a record-breaking $860 million partnership in 2019.

Modelled by City football stars Laura Coombs, Kalvin Phillips and Ruben Dias, the new Manchester City Third jersey comes in what Puma describes as “Fizzy Light” and “Parisian Night” colour palettes, featuring a spray paint effect inspired by Manchester’s street art. The jersey also features a hooped design drawing inspiration from the Manchester Worker Bee.

The metaverse launch event on Roblox features a Manchester City reskin of the current lobby and stadium in PUMA and the Land of Games. For a limited time, the experience will feature the Manchester City Home and Third kits.

Visitors of the event can also enjoy new community-created merchandise, in-game experiences, Layered Clothing items and updates to featured activities. 

As part of the launch, a portal will open between PUMA and the Land of Games and Man City’s Blue Moon. Man City launched the Blue Moon experience last month, making it the first Premier League football club to launch an official club-themed experience on Roblox. Those who visit both experiences can stand a chance to win a free item. 

For the first two weeks of the Third kit launch, users who compete and win in Football Rush in PUMA and the Land of Games can redeem a free digital Manchester City Third kit jersey. Other visitors to the experience will be able to purchase the new digital Manchester City Third kit in the PUMA gear shop on Roblox.

“We’re thrilled to continue evolving our experience within Roblox with our PUMA and the Land of Games,” said Ivan Dashkov, Creative Culture Director at PUMA. “We couldn’t think of a better partner than Manchester City and this kit launch to push the limits by doing something different and innovative. As we continue to test and learn in the Web3 space, we are looking forward to leveraging Roblox as a platform to connect with fans of all ages.”

Following the launch event, Puma will be hosting a YouTube tournament in Football Rush as 10 participants split into two teams compete to win $10,000 to be spent on Roblox.

“It is exciting that we’re able to work with PUMA to announce the launch of our first kit in the metaverse today. As a club we’re continually exploring new ways to innovate, collaborate and use the latest technology in order to challenge ourselves to ensure we engage with all areas of our fan base, particularly our younger audiences who are the next generation of fans,”  commented Serena Gosling, Director of Retail and Licensing, City Football Group.

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