After a 20 year hiatus, German multinational apparel company PUMA, has relaunched it basketball sneaker category and has named rapper, business mogul and sport enthusiast Shawn Carter a.k.a Jay Z as the Creative Director. 

In an exclusive interview with Complex Magazine, Puma`s global director of brand and marketing, Adam Petrick confirmed this appointment.

“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 different deals with many different ambassadors,”

Jay Z`s role as creative director will include leading marketing campaigns, identifying suitable NBA players and entertainers as brand ambassadors, and assisting in product design and overall concept and direction of the brand. According to Petrick, when Jay Z was approached about the opportunity, he felt it “was something he wanted to be a part of".

To show commitment to the relaunch, Puma has already signed projected NBA Draft`s first round picks Deandre Ayton, Marvin Bagley III and Zhaire Smith to multiyear footwear and apparel endorsement deals. This is Puma`s first NBA endorsement deals for the brand since Vince Carter in 1998. The brand also signed New York Knicks legend Walt "Clyde" Frazier to a lifetime contract. 

It was earlier rumoured that Jay Z will be the brand`s President of Basketball Operations but Petrick clarified this;

"I can confirm that according to his deal with Puma, Jay-Z`s official designation is Creative Director. I referred to him (earlier) today by an informal designation"

With his experience in basketball with Brooklyn Nets and Roc Nation,we believe Jay Z is well suited for the role. We can`t wait for the magic he will create with Rihanna.

Let us see how well they run this brand.


Leave a Reply