Puma registered the ENS domain name and changed its Twitter account to Puma.eth

Puma is the latest major brand to buy a decentralized URL and reveal its non-fungible token (NFT) by changing its Twitter name to Puma.eth. The German sportswear brand registered the domain name using the Ethereum Name Service (ENS).

Welcome to PUMA.eth (@PUMA) https://t.co/BuPplzfJgR

— ens.eth (@ensdomains) February 21, 2022

Other large companies with .eth domains include AB InBev subsidiary AB InBev, which purchased the ENS domain name Beer.eth last year for 30 ETH. The former director of operations at ENS even tweeted his excitement when fast food chain White Castle registered whitecastleofficial.eth.

As an ENS Medium article puts it, all .eth names are NFTs that can be “easily plugged into the ever-expanding NFT ecosystem.” Some benefits of the ENS name include the ability to receive any cryptocurrency, token or blockchain-based asset, in addition to being able to point to a decentralized website and store profile information such as avatars, email addresses or twitter names.

Puma’s ENS title is one of several recent NFT-related moves by the company. According to the Puma.eth OpenSea page, Puma has invested in various feline-inspired NFT collections, including Cool Cats NFTs, Lazy Lions, Gutter Cat Gang, and CatBlox.

At the time of publication, Puma is ranked 13th on the .eth leaderboard, which lists the most followed Twitter accounts with .eth names. Topping the list is parishilton.eth, owned by celebrity Paris Hilton, and shaq.eth, owned by NBA player Shaquille O'Neal, comes in second.

Puma is one of the largest sports brands in the world, along with Nike and Adidas, both of which have entered the Web3 space. Nike acquired virtual sneaker and collectibles brand RTFKT, while Adidas Original launched NFT collaborations with Bored Ape Yacht Club, punk comics PUNKS Comic and gmoney.

At the time of writing, there were 724,096 ENS names created on the Ethereum Naming Service, according to Dune Analytics, the highest number of monthly registrations seen in the past few months. According to Unstoppable Domains’ website, the ENS competitor has registered more than 2 million domain names and recently launched a single sign-on service called Login for Ethereum and Polygon. As more DApps, wallets, exchanges, and marketplaces support NFT usernames, Web 3 users are increasingly adopting decentralized URLs for digital identities.

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