Puma Prepares to Enter the Metaverse with Trademark Filing

Puma has filed a trademark on Jan 11 for its virtual goods as it gets ready to leap into the metaverse.
Image source: Dreamstime

Last Updated on June 6, 2022

Quick take:

  • Digital assets covered under the trademark filing include virtual reality game services, virtual sportswear, and more.
  • Puma is the third global sports apparel powerhouse to make its move into the metaverse.
  • The company is also hiring a Digital Culture Manager with Web3 experience.

Global sportswear brand Puma has filed a trademark on Jan 11 that indicates its imminent move into the metaverse. 

As revealed by trademark attorney Josh Gerben, the trademark application covers digital assets such as downloadable and non-downloadable virtual apparel for use online and in virtual worlds, as well as an interactive website and computer application software for virtual reality game service.

It also covers “non-downloadable computer software for the creation, production and modification of digital animated and non-animated designs and characters, avatars, digital overlays and skins for access and use in online environments, virtual online environments, and extended reality virtual environments.”

This points to the possibility that Puma will be creating digital versions of its sportswear for the metaverse, as well as websites and applications for virtual reality game services.

Following news of its trademark filing, it has also been revealed that Puma is currently hiring a temporary Digital Culture Manager with Web3 experience. 

According to the job posting, the candidate must have “understanding of the Web3 space including NFTs, the metaverse, DAOs, and more”. In this role, the candidate has to “identify, meet, and vet potential companies for PUMA to partner within the Web3 space” among other responsibilities.

This trademark filing follows a new trend in sportswear giants entering the metaverse. Previously, Nike and Adidas have both jumped into the metaverse last year. 

Nike filed metaverse-related trademarks in October last year, followed by its acquisition of RTFKT, a digital design studio that produces sneakers for the virtual environment, in December.

The company also advertised job postings for Virtual Material Designer roles In October last year.

On 17 December, Adidas launched its first NFT collection, generating more than $23 million in revenue, and bought a plot of virtual land in NFT gaming metaverse The Sandbox.

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