Following the footsteps of his celebrity pals, Jay-Z will become the next creative director of Puma brand and its basketball division. The news came in surprisingly while Jay is touring with his wife Beyoncé on their second On the Run Tour in Europe.
Repost By @aintnojigga: It has been announced today that PUMA is relaunching their Basketball Division, and JAY-Z has joined the company as the new Creative Director of Basketball Operations. The rap mogul will be helping oversee PUMA's first foray into the NBA world in two decades. "We've been working with Roc Nation for quite some time. They've been great partners to us for several years. We've done many deals with many ambassadors," said Adam Petrick, PUMA's Global Director of Brand and Marketing. When PUMA approached him about this opportunity, JAY-Z felt it "was something he wanted to be a part of." As part of the relaunch the sportswear company has announced the signings of top draft prospects DeAndre Ayton (Arizona), Marvin Bagley III (Duke), and Roc Nation Sports client Zhaire Smith (Texas Tech). Ayton is considered the unanimous top pick and will likely go to the Phoenix Suns in Thursday's draft; while Bagley and Smith are also expected to be picked. As Petrick mentioned, Roc Nation and PUMA have built a strong relationship over the past 5 years, thanks in large part to the tireless work of Emory Jones. As the creator of the #PumaLife tag, the Creative Director of Planes caught the eye of the German brand and they asked for his assistance in reinvigorating the PUMA name. His vouching for PUMA has meant Roc Nation clients Rihanna, football star Romelu Lukaku, Solange, Meek Mill, Big Sean, and Yo Gotti have aligned themselves with the brand. Last year JAY-Z entered into a major partnership with PUMA, and they have been key sponsors of his career and social works since. As the Creative Director of Basketball Operations, Shawn Carter will lead the overall concept and direction of the brand, as well as have a hand in the players selected to join the family. "What's important to him on a day like today is that it's clear we're … making a serious statement that we want to be a performance brand, but then also very culturally focused. It's clear that we're looking at basketball through the lens of culture … as much as the on court presence that we will have." #JAYZ @PUMA @pumahoops 💎
This will be a major premier for Jay-Z since he has not dipped into fashion designing before, unlike his industry pals like Kanye West or Rihanna who also directs the Puma x Fenty brand collab.
Jay’s new role will not be to just design a range of ready-to-wear sneakers and clothing but also to help Puma pick basketball players who will represent Puma as brand ambassadors.
Puma defo made a smart move by choosing to follow the latest trend of employing celebrity artist as a creative director and Jay-Z will undoubtedly lead the brand to even greater accomplishments real soon.