For New York Fashion Week last month, Puma launched an experience that is both physical and digital. While the experience is hosted on a standard website, visitors can interact with the brand’s Fashion Week show as if they were there in person. Additionally, the digital exhibits feature 3D sneakers, but special NFT holders can redeem their tokens for a pair of physical shoes.

Dubbed “Black Station,” this effort is what marketers refer to as a “phygital” experience, a blend of the digital and the physical. Although the term dates back to 2007, when Australian ad agency Momentum coined it to describe a growing focus on digital advertising, phygital has only become more relevant as the marketing industry navigates the rise of new concepts. including the metaverse and…