Puma has hired Jay Z as the brand's new head of basketball operations. Jay Z will oversee player signings, product design and marketing strategy.
WWD reports that the rapper and mogul will help with the relaunch of the category, particularly with its aesthetic development. He has worked with the brand before on two different trainer styles, including the 4.44 Clyde sneaker.
“Jay Z has officially joined the Puma brand as creative director of Puma Basketball," said Adam Petrick, Puma global director of brand and marketing. "In this capacity he will be overseeing creative strategy, creative marketing, and product design. Since 1973 the sport of basketball has transcended the court and Puma Basketball will blend the influences of performance, fashion, music and culture. Jay Z is the perfect partner to help us re-enter the category.”
Given the successful Rihanna - Puma x Fenty - collaboration, Jay Z and Puma must see tremendous opportunity in joining forces.