Dreamville head J. Cole is out here proving it’s way deeper than music. The hip-hop heavyweight has teamed up with sports apparel giant PUMA for a signature collection.
Big Facts: On Thursday, PUMA announced the huge news to the public and teased at what’s to come in 2020 from Cole.
“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.” (Billboard)
High-Key Details: Cole also stars in a must-see PUMA commercial cementing the partnership.
Wait, There’s More: The big news comes right before PUMA drops its Sky Dreamer release on February 13.
The Sky Dreamer is a relaunch of the original style, the Sky LX, worn on-court in the ‘80s. It now returns to basketball nearly four decades later with a heritage-inspired mid-top silhouette infused with a touch of today’s style, including a Dreamville “Dreamer” emblem, which draws inspiration from Cole’s brand, Dreamville. This new sneaker will be worn on and off the court by PUMA Hoops athletes and has already been spotted on J.Cole over the past few months. The Sky Dreamer is the first of many Hoops products that Cole will be involved in before dropping his own Dreamer footwear and apparel coming later this year with PUMA. (Statement)
Before You Go: In 2019, PUMA managed to secure a couple huge NBA stars to major deals.
Cole will join the likes of young NBA up-and-coming stars RJ Barrett of the New York Knicks and Kyle Kuzma of the Los Angeles Lakers, who both signed deals with the brand in 2019. Cole does have some experience on the hardwood though. Cole was a walk-on player for the Division I men’s basketball program at St. John’s University in New York City. Despite being good enough to make the team, Cole decided to focus on music instead of a career in sports. (Yahoo! Finance)