American rapper J Cole has been tapped as the latest PUMA ambassador. The sports apparel giant announced on Thursday (Feb. 13) that they agreed to terms on a multi-year partnership with the Dreamville leader. With Cole onboard, they have major plans in store for 2020.
“Our partnership with Cole is deep-rooted,” said Adam Petrick, PUMA’s global director of brand and marketing. “Cole’s involved in product creation, marketing campaigns and cultural guidance.”
“He is going to be a key player in many of the things we do at PUMA moving forward. 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.”
Coinciding with the deal announcement, PUMA is rolling out its Sky Dreamer, the brand’s newest basketball silhouette; which also hits PUMA and Footlocker shelves starting on Thursday as well.
The reimagined Sky Dreamer bring back an 80s PUMA classic. And tying in with the 80s comeback; the new ad for PUMA features clips of J Cole as a child playing basketball.
For a while now, Cole has been spotted in the white sneaker out in public on multiple occasions.
Jermaine is teaming up with PUMA for a short film to tell his story and connection to the brand, which will debut during Sunday’s (Feb. 16) NBA All-Star Game on TNT.
Check out the DREAMER ad below:
