Puma and Grammy Winner J. Cole Announce Multi-Year Partnership

Photo: Wesley Mann/Billboard

Puma and Grammy-winning artist J. Cole announced a multi-year partnership with a short film developed and co-directed by Cole.

Cole’s connection with basketball, fashion and music culture fostered his new, deep-rooted partnership with Puma. He’ll be involved with product creation, marketing campaigns and cultural guidance.

Watch the short below: (this short will air during Sunday’s NBA All-Star game)

“[Cole] is going to be a key player in many of the things we do at PUMA moving forward,” said Adam Petrick, Global Director of Brand & Marketing at PUMA. “We’re excited to work with him not only on a product level but even more importantly as one of our athletes. Cole sits at the intersection of music and sport and represents everything that PUMA stands for as a brand.”

Cole’s first product from his deal, The Sky Dreamer, has already hit shelves. The Sky Dreamer is a relaunch of the original style worn on-court in the ‘80s. It now returns with a Dreamville “Dreamer” emblem.

This is the first of many products co-developed by Cole preceding his own footwear and apparel line with Puma due later this year.

The Sky Hooper is available in retail stores and online now.

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Bryant Lydell

Bryant Lydell is creative, personable and quick-witted Howard and USC alum. He's the founder of The Top Tea, a songwriter, screenwriter and member of the casting team for Netflix's NAACP Image Award-winning hip-hop competition series Rhythm + Flow.

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