PUMA has an indelible connection to hip-hop and its history, dressing its icons, icons that would eventually reshape the status quo. It’s more than just a music genre, it’s a culture.

And as the culture celebrates its 50th anniversary, PUMA, apropos, brings the cake by dedicating their upcoming “Mixtape” collection to it. In conjunction with Roc Nation, Emory Jones of Paper Planes, and shoe designer Alexander John, comes the three-piece pack of PUMA RS-XLs.

Three different colorways, each one influenced by a different mixtape format: cassettes, CDs, and playlists. Each pair features an innovative “LGT Tag” equipped with an NFC-powered chip from Legitimate.

This tag can be scanned to gain access to a digital portal that offers users unique content, weekly mixtape releases, and behind-the-scenes looks at the lives of Roc Nation’s artists. Simply tap your phone to the tongue of the RS-XL shoe to have access to Roc Nation’s vault of unreleased songs amongst other goodies.

The Mixtape collection also arrives with a accompanying apparel, ranging from jackets, t-shirts, to shorts. All imbued with captivating motifs and musically inspired designs.

It’s definitely a well-thought-out joint effort that acknowledges the bridge that hip-hop’s become between music and fashion.

They’re scheduled to hit shelves on 14 July with the shoes going for US$130 and the clothes starting at US$35. Find them on PUMA’s brick-and-click stores, as well as retailers like Foot Locker, Champs Sports, and Champs Sports Canada.

Elsewhere, check out the upcoming Nike Dunk Low Twist “Dark Obsidian”.