Rapper J. Cole has signed a multi-year partnership deal with sportswear giant Puma.
The Grammy Award-winning musician, full name Jermaine Lamarr Cole, has teamed up with executives at the German brand to help create products and develop marketing campaigns as part of a multi-year partnership.
“Our partnership with Cole is deep-rooted,” said Adam Petrick, Puma’s global director of brand and marketing, in a statement. “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.”
To kick off the partnership, the 35-year-old, who also plays basketball, has starred in a short film and TV commercial that tells his story and connection to the brand. He came up with the concept and co-directed the film, which debuted during the NBA All-Star Game on Sunday.
Sharing the video on Instagram, Cole wrote in the caption, “Been imagining this for 10 years. It’s time. @puma. The DREAMER.”
To coincide with the announcement, Puma has released a mid-top basketball sneaker called the Sky Dreamer, a relaunch of the original style, the Sky LX, as worn on-court by players in the ’80s.
The new version, which Cole has been seen wearing out in public on multiple occasions, also includes a Dreamville “Dreamer” emblem, which takes inspiration from his brand and record label Dreamville.
The shoe is the first of many basketball-inspired products the rapper will be involved with before he releases his own Dreamer footwear and apparel with Puma later this year.