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.