Prime is the latest in a growing list of major brands to purchase a decentralized URL and reveal their nonfungible token, or NFT by changing their Twitter handle to Puma.eth.The German sportswear brand registered the domain name with the Ethereum Name Service or ENS.
Other giant companies with.ETH domains like Budweiser
, the subsidiary of Anheuser Bush in Bev, which bought Beet.eth through ENS on OpenSea
for 30 ETH last year. And when the fast-food chain White Castle registered Whitecastleofficial.eth, ENS' former director of operations even tweeted about his excitement.
All.ETH names are NFTs that can be "easily plugged into the ever-expanding NFT ecosystem," as an ENS Medium post reads. Some of the benefits of an ENS name include being able to receive any cryptocurrency, token, or blockchain-based asset, also being able to point to a decentralized website, and to store profile information like avatar, email address or Twitter handle.
Puma's ENS name is one of several NFT related moves that the company has made recently. According to Puma.eth OpenSea page, Puma has invested in different feline-inspired NFT collections including Cool Cats NFT, Lazy Lions, Gutter Cat Gang, and CatBlox.
Puma ranked in the 13th spot of the .eth leaderboard, which lists the most followed Twitter accounts with.ETH names. in the first place is Paris Hilton.eth, secured by celebrity Paris Hilton and Shaq.eth, owned by former NBA player Shaquille O'Neal in second.
Puma is one of the largest global sportswear brands alongside Nike and Adidas, which include made their entrances into the Web3 space with a big splash. Nike acquired the virtual sneakers and collectibles brand RTFKT, while Adidas Original's launched an NFT partnership with Bored Ape Yacht Club, Punks Comic, and gmoney;
The Ethereum Name Service contains a total of 724,096 ENS names created at the time of writing according to Dune Analytics, with the highest number of monthly registrations happening within the past few months. ENS' competitor, Unstoppable domains, has over 2 million domains registered, according to the company website, and it recently established its single sign-on service for Ethereum and Polygon called Login. As more and more DApps, wallets, exchanges, and marketplaces support NFT usernames, Web3 users are increasingly adopting decentralized URLs for digital identities.