In an effort to relaunch its basketball sneaker line, after a nearly twenty-year hiatus, athletic brand, Puma, has named rapper/business mogul, Jay-Z, its new Creative Consultant (not President of Basketball, which had been reported widely). In his new role, Jay-Z will oversee marketing campaigns and product design. His company, Roc Nation, has collaborated with the brand on several occasions in the past.
“It’s clear that we’re looking at basketball through the lens of culture, and thinking about the fashion of basketball, the music of basketball, all the aspects of culture around basketball as much as the on court presence that we will have,” Adam Petrick, Puma’s global director of brand and marketing, told Complex. “We’re making a serious statement about the entry of the category, that we want to be a performance brand, but then also very culturally focused.”
Recently, Puma has signed multi-year endorsement deals with first-round draft picks, Deandre Ayton, Marvin Bagley III, and Zhaire Smith. While the athletic company made its last basketball endorsement deal with Vince Carter in 1998, on Monday it released limited-edition Walt “Clyde” Frazier sneakers, announcing that the legendary New York Knicks’ basketball has signed a lifetime endorsement deal.