Legitimate, PUMA & Roc Nation Team Up to Honor Hip-Hop

Legitimate, the premier provider of “phygital” products, has partnered with global sportswear brand PUMA and Roc Nation, the entertainment agency founded by hip-hop artist and 24-time Grammy winner Jay-Z, to launch the “Evolution of the Mixtape,” the second iteration of the Mixtape Series.

Honoring the 50th Anniversary of Hip-Hop, the second series will feature a collection of three new limited edition sneakers embedded with Legitimate’s “LGT Tag,” an NFC-powered chip that, when scanned, unlocks a digital portal featuring exclusive content, weekly mixtape drops, and unfettered access to life behind the scenes as a Roc Nation artist.

The three sneakers in the RS-XL Mixtape collection, designed in three different colorways - “Cassette Tape,” “Disc,” and “Playlist” - were released on Friday, July 14, to PUMA, Foot Locker, and Champs stores online and across North America.

“Legitimate was created with the belief that the future of blockchain means that we don’t need to mention blockchain at all,” said Calvin Chan, Founder and CEO of Legitimate. “That belief has been wholly manifested in this partnership with PUMA and Roc Nation. The customers who purchase these sneakers will have access to exclusive, curated, and immersive digital content experiences without even thinking about what's happening behind the scenes.”

Founded in 2021, Legitimate is the premiere “phygital” ecosystem provider, bridging the gap between physical products and digital experiences through its proprietary LGT Tag technology. Each tag is tied to a corresponding digital asset with its own unique cryptographic identity that is accessed via mobile device to unlock unique product features, exclusive content, and more to maximize consumer engagement and brand interaction.

Each pair of sneakers will feature a unique LGT Tag under the tongue of the left shoe that will unlock never before seen Roc Nation content each week throughout the summer, including a new mixtape of 14 unreleased tracks from up-and-coming Roc Nation artists, behind-the-scenes studio footage, and a new documentary on the history of hip-hop, accessible only to buyers.

“This collaboration is the first time in history that brands of this caliber are leveraging next-generation technology to do more than just sell a product; collectively, we’re helping tell a story, elevate creators’ voices, and celebrate a movement that has captivated the world for half a century. We’re proud to be on the forefront of the intersection between culture and technology in such a meaningful way - and we’re just getting started.”

The RS-XL sneakers retail for $130 and are available online and in-stores. These sneakers are a must-have for hip-hop historians of all ages.

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