New Wave
J. Cole is the newest high profile PUMA ambassador since acts such as Rihanna and Meek Mill have collaborated with the brand on their quest to compete with their major rivals in the sportswear department. 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.
J Cole's eventual relationship with the PUMA brand may have been inevitable in hindsight as J Cole's Record Lable Roc nation has maintained a fruitful relationship for years now. Cole's relationship with Basketball has been very well documented over the years and the PUMA partnership may be another string to the Rap Superstars bow after the successful growth of his Music Imprint Dreamville.
PUMA described their partnership with the Fayeville, NC Rapper by saying:
“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 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.”
The New 'The Dreamer' short film showcases a young J Cole growing up with a passion for the sport of Basketball, facing challenges but later growing up to become who he is today. The young J Cole sits on the sidelines, an interesting narrative that may be taken from his well known Sideline Story narrative on his first Studio Album. The visual ends with a triumphant dunk by J Cole himself mixed with footage of Cole growing up and playing basketball as a child and a teenager.
PUMA is rolling out their Sky Dreamer, the brand's newest basketball silhouette, which also hits PUMA and Footlocker shelves starting on Thursday as well. Watch 'The Dreamer' Below