“Puma values the extremely engaged and passionate community that Wagmi-san has nurtured,” said Adam Petrick, chief brand officer at Puma. “We’re excited to join 10KTF and bring a physical layer to the current digital experience.”

Wagmi-san has previously alluded to his ambitions of bringing physical goods beyond the metaverse.

“Thanks to the rise of our 10KTF community and the like-minded craftspeople at Puma, a long-held dream of mine gets to be fulfilled. I am grateful for the opportunity to bring our crafts and our stories into the physical realm and usher in a new era for New Tokyo,” he said.

Last month, Puma also launched a new immersive sports-based experience on Roblox, a leading global metaverse platform, dubbed ‘Puma and the Land of Games’.