Puma and Manchester City extend partnership to Web3 with launch of first metaverse kit on Roblox

Puma and Manchester City have unveiled City’s 2022/23 third kit on PUMA and the Land of Games experience on Roblox, taking their long-term strategic partnership into the metaverse.

The two entities signed a record $860 million partnership in 2019.

Modeled by City soccer stars Laura Coombs, Kalvin Phillips and Ruben Dias, the new Manchester City Third jersey comes in what Puma describes as “Fizzy Light” and “Parisian Night” color palettes, with a spray paint effect inspired by Manchester street art.

The jersey also features a hoop design inspired by Manchester’s worker bee.

Launch in the Roblox metaverse

The metaverse launch event on Roblox includes a Manchester City reskin of the current PUMA lobby and stadium and Games Land.

For a limited time, the experience will feature Manchester City Home and Third kits.

Visitors to the event will also be able to enjoy new community-created merchandise, in-game experiences, layered apparel items and featured activity updates.

As part of the launch, a portal will open between PUMA and Man City’s Blue Moon and Games Land. Man City launched the Blue Moon experience last month, becoming the first Premier League soccer club to launch an official club-themed experience on Roblox.

Those who visit both experiences can be in with a chance of winning a free item.

For the first two weeks of the third kit launch, users who compete and win in Football Rush on PUMA and in Games Land will be able to redeem a free digital Manchester City third kit shirt.

Other visitors to the experience will be able to purchase the new Manchester City digital third kit from the PUMA kit store on Roblox.

“We are thrilled to continue to evolve our experience within Roblox with our PUMA and Games Land,” said Ivan Dashkov, Director of Creative Culture at PUMA. “We couldn’t think of a better partner than Manchester City and this kit launch to push the boundaries by doing something different and innovative. As we continue to test and learn in the Web3 space, we look forward to leveraging Roblox as a platform to connect with fans of all ages.”

Following the launch event, Puma will host a YouTube tournament on Football Rush where 10 participants divided into two teams will compete to win $10,000 to be spent on Roblox.

“It is exciting that we are able to work with PUMA to announce today the launch of our first kit in the metaverse. As a club, we are continually exploring new ways to innovate, collaborate and utilize the latest technology in order to challenge ourselves to ensure we engage with all areas of our fan base, in particular our younger audience who are the next generation of fans,” commented Serena Gosling, Head of Retail and Licensing, City Football Group.

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