If you’ve been around for any length of time, you’ve seen every new idea get labeled as “the future of domains.” Sometimes those claims pan out. Sometimes they fade away. Naturally, when Web3 domains came along — names that live on the blockchain instead of the traditional DNS system — my curiosity turned a blind eye. As I learn more, I sometimes wish I had paid attention sooner. I started thinking, if individuals and startups are grabbing them, what about the big players? Are major corporations actually leveraging Web3 names, or is it still just hype? Could this be a good indicator?
Puma.eth and the Fashion Crowd
One of the clearest examples so far is Puma, which registered puma.eth in 2022 and even showcased it in their branding and social media. That wasn’t just a defensive move — it was a signal to their customers that they’re playing in the Web3 space.
Other fashion names like Gucci, Prada, Ralph Lauren, Burberry, Dior, and Zara have been experimenting heavily in NFTs and the metaverse. While not every one of them is leaning on a Web3 domain as their public face, there’s definitely movement behind the scenes. Many brands are registering blockchain-based domains now just to avoid being left behind later.
Beyond Fashion: Payments and Platforms
It’s not only fashion labels getting involved. PayPal and Venmo integrated Ethereum Name Service (ENS) support, meaning users can send crypto directly to an ENS name instead of copying a long wallet address. For me, that’s a big deal — it shows a mainstream financial platform sees value in the usability of Web3 names.
Coinbase reports that Over 56% of Fortune 500 companies are testing or integrating Web3 and blockchain technologies. It’s not just Microsoft and Amazon as the usual suspects. Halborn states that companies like Disney, Walmart, and JP Morgan (another huge financial player) are leveraging Web3.
Unstoppable and Branded Web3 TLDs
Companies like Unstoppable Domains are also making inroads with corporations, offering branded top-level domains that give enterprises more control over their identity in Web3. They’ve already issued domains to individuals, communities, and yes, Fortune 500 companies. That’s not something you see splashed across billboards yet, but it’s happening quietly.
The Catch: Risk and Responsibility
Of course, corporations face the same issues individual investors do — and sometimes magnified. Unlike .com or .org, there’s no universal body like ICANN to enforce trademark protections in Web3. If a brand doesn’t claim its name early, it may already be gone, sitting in someone else’s wallet. That alone is pushing many companies to grab their blockchain versions as a defensive move.
There’s also the question of utility versus symbolism. Some companies own Web3 names simply so they can say they do. Others are starting to integrate them into payments, NFTs, and decentralized websites. But wide, public adoption is still a step or two away.
What This Means for Domainers
So, are major corporations leveraging Web3 domains? Yes, but in different ways. Some are experimenting openly, like Puma. Others are quietly building or simply reserving their names for the future. And big platforms like PayPal are helping move things forward by making Web3 domains practical.
For domainers like us, that’s a signal. It doesn’t mean Web3 is going to replace .com tomorrow, or ever. But it does mean corporations see enough potential that they’re paying attention — and in some cases, investing real resources. That alone is worth watching.
If you haven’t explored this space yet, it might be a good time to do some experimenting. I’ve been trying out names through Unstoppable Domains, and it’s been eye-opening to see how wallet integration and ownership work firsthand.
The takeaway? Just like in the early .com days, some corporations will wait, some will fumble, and some will get it right. For those of us who’ve lived through one digital land rush, it’s fascinating to see another one unfold.
