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Sport, fashion and Web3 collide for FUTROGRADE at NYFW.
Dimension has created an avatar of Brazilian football legend Neymar for PUMA’s powerful new metaverse and web3 experience, launched in style with a show at New York Fashion Week 2022.
PUMA Black Station, developed by creative studio FTR, fuses digital and IRL fashion experiences, with avatars of Neymar and Skylar Diggins-Smith unveiling exclusive, never-seen-before Nitro NFRNO and Nitro Fastroid sneakers.
PUMA enters the metaverse
Sports brand PUMA launched its first-ever metaverse experience to accompany its physical FUTROGRADE show at New York Fashion Week, featuring exclusive NFTs and an avatar of Paris Saint-Germain player Neymar.
A pixel-streamed virtual world
Neymar’s avatar features in Act 3 of the immersive, interactive Black Station and which accompanies the physical FUTROGRADE show. Users are able to experience Neymar in action and navigate around him, before continuing to experience the future of the brand in the Black Station virtual world - accessed in 3D via your browser.
IRL x virtual crossover at NYFW
Black Station is a digital adaptation of the physical PUMA show at New York Fashion Week’. The in-person show featured the avatars in dynamic content on giant LED video walls, alongside real-life dance performances and a runway full of stars, cementing PUMA as a ‘cultural behemoth’ across all platforms.
Exclusive NFT access
Extra Black Station and Neymar content is available for holders of the PUMA Nitropass NFT, which can be burnt and redeemed in exchange for physical, exclusive Nitro NFRNO and Nitro Fastroid sneakers early next year.
Creating Neymar’s avatar
Dimension was commissioned by FTR and PUMA to create Neymar as a 3D avatar. Neymar’s head was scanned using Dimension’s 3D capture rig. His exact likeness has been recreated using the Scan to MetaHuman pipeline in Epic Games’ Unreal Engine.
Bringing the avatar to life
Neymar’s tattoos have been faithfully recreated by hand and mapped to his Metahuman body, while the avatar is rigged, to be animated later using motion capture data.
"PUMA's Black Station story world is an incredible platform and metaverse experience. 3D avatars like Neymar are essential for authentic mixed reality storytelling and offer hugely exciting creative and commercial opportunities as brands explore 3D virtual worlds, Web3, and embrace the avatar economy."
Simon Windsor | Co-founder & co-CEO, Dimension