Video: J. Cole Strikes Multi-Year Footwear And Apparel Deal With Puma

J. Cole was been signed by a popular footwear brand Puma (PUMSY) for a multi-year footwear and apparel deal.

The global director of the brand puma, Adam Petrick and his marketing department lamented that, the partnership with Cole is “deep-rooted” given the North Carolina–raised rapper’s connection to basketball, fashion, and music culture, he said.

“He is going to be a key player in many of the things we do at Puma moving forward, and 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.”

This is actually not the first time a footwear brand is collaborating with a music star or any legend; We first know Kanye West who has collaborated with Adidas for years, and the Travis Scott’s partnership with Nike and Jordan brand. However, with Cole and Puma, there is one significant difference: The Grammy-winning artist will be one of the faces of Puma Basketball, which represents a bold move by the brand considering that Cole is not an NBA player.

It’s known that Cole was once a walk-on player for the division I men’s basketball program at St. john’s University in New York. He was very good enough to make the team but rather choosed to divert to music since he had that tilent in him as well, and much of his attention was thrown to music.

Puma’s deal with J.Cole is highly in connection on promoting the company’s latest basketball sneakers they are about to release. The shoe is a relaunch of the original Sky LX, worn by basketball players in the 80s’. The 2020 pair features Puma Hoops technology, which includes its signature ProFoam cushioning and high-abrasion grip for stability. It will also feature forefoot webbing for stabilization and lockdown.

The model will not only be worn by Cole but also by some of Puma’s athletes. The shoe, released today, retails for $130. The Sky Dreamer will be followed by Cole’s own Dreamer footwear and apparel line, which will be released later in 2020.

A commercial featuring J.Cole for the new line will be shown during the NBA All-Star game on Sunday on TNT.

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