Jay-Z is named the new Creative Director of Puma

Puma returns to basketball fashion market in partnership with famous rapper Jay-Z, promising a strong development in the future.

Rapper, entrepreneur Jay-Z has been selected as the new leader of the famous fashion brand Puma. He will be the main influencer of Puma's designs and marketing strategies in this area.

Photo: Charles Sykes / Associated Press

WWD reports that the rapper is expected to help re-launch a part of Puma with his influence, and especially to create a positive development for the designs’ aesthetics. Before that both sides did have already more than a year working so well together to promote two models of Puma sports shoes. The brand also launched Punk Clyde 4:44 version of Puma Clyde, which was designed by Jay-Z in 2017, in conjunction with the talented male rapper's "4:44" concert tour.

This collaboration with Jay-Z in his brand new role is seen as an important development for the re-launch of Puma’s Basketball Operations.

Photo: Sneaker Politics

“We’re making a serious statement about the entry of the category, that we want to be a performance brand, but then also very culturally focused,” says Adam Petrick, global director of marketing and brand for Puma. He also addes that basketball has been out of the box since 1973, and Puma’s Basketball Operations goal is to blend the effects of performance on the pitch, fashion, music and culture, therefore Jay Z is the perfect partner for this company.

“It’s clear that we’re looking at basketball through the lens of culture, and thinking about the fashion of basketball, the music of basketball, all the aspects of culture around basketball as much as the on court presence that we will have.”

Photo: @beyonce / Instagram

As part of its re-launch, Puma has collaborated with such influential stars as Kylie Jenner, Selena Gomez, Cara Delevingne, rapper Big Sean. Most noticeable is the much profitable cooperation with Rihanna with the name Puma x Fenty, which started with only sports shoes and quickly developed into a fashionable collection available in two prestigious fashion weeks in New York and Paris.

Recently, the international celeb couple Beyoncé and Jay-Z also surprised the whole showbiz and their fans by releasing a brand new album, “Everything Is Love” without any media or publicity before the debut. During a show of "On The Run II" at the London stadium, the words “ALBUM OUT NOW” suddenly appeared on the LED screen, driving their fans crazy.

Photo: freeish media

After visiting the online music site Tidal, tens of thousands of fans at the stadium burst into tears when they saw a new album released with the participation of both artists. A total of nine songs were released exclusively on Tidal, all of which were duets. The new album is described as a journey of self-healing and self-realization, as a happy ending after Beyoncé's album “Lemonade” and Jay Z's album “4:44” that provoked controversy about the powerful couple's emotional cracking.


By: Quinn Abrams

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