As part of its aggressive commitment to relaunch its basketball sneaker category for the first time in 20 years, Puma on Monday (June 18) announced that rapper and business mogul Jay-Z has been named to a high-profile role with Puma Basketball.
Jay-Z will be joining as a creative consultant.
Adam Petrick, Puma’s global director of brand and marketing revealed the news to Complex.
“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,” Petrick told Complex.
It was previously reported that the rapper was named president of basketball operations, but Petrick later clarified to Complex that his “official designation is creative consultant.”
Another representative also confirmed that he will not play a role in selecting players for the Puma basketball division, which was also reported.
In his new role, Jay-Z will help in directing the art design, as well as the overall concept of the Puma basketball brand.
“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. 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.”
In addition to Jay-Z, Puma has also signed top draft prospects DeAndre Ayton from Arizona University, Marvin Bagley III from Duke University, and Zhaire Smith from Texas Tech as brand ambassadors.