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 Smith

Bryant is creative, personable, quick-witted and the founder of The Top Tea. He is a Howard alum and USC graduate student. He’s toured multiple countries, sung background for artists such as Mary J. Blige, Fantasia and Andra Day and performed at venues like The White House (under Pres. Obama) and The Kennedy Center on multiple occasions. Bryant also worked on the casting team for Netflix’s Rhythm + Flow.

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