Global sportswear giant Puma is maintaining its commitment to web3 technologies despite the downturn in the cryptocurrency market, known as the “crypto winter.” Puma’s Head of Emerging Technology, Ivan Dashkov, emphasized the company’s determination to position itself at the forefront of the web3 movement. Puma has been exploring web3 technologies for the past few years and made significant steps in 2022 and 2023, including securing an Ethereum Name Service domain and venturing into the metaverse with its Black Station platforms. Despite challenges and uncertainties, Puma’s continued investment in web3 technologies demonstrates its readiness to embrace digital technology’s transformative capabilities.