It’s been a busy few weeks for Jay-Z: releasing his joint album with his wife Beyonce, and now he has been named Creative Director for Puma’s Basketball lines. This is a move for Puma to integrate themselves into the NBA alongside brands like Adidas and Nike. This has been done to expand the brand’s consumer base which has steadily grown since 2015 when they announced their collaboration line with Rihanna. As for Jay-Z’s involvement, he will be focused future marketing campaigns and actual product development. This is not Jay’s first venture into the sports industry. He currently is part owner of the Brooklyn Nets, and has a sports management company under Roc Nation Sports.

          It seems to be a trend for Puma among other brands to collaborate with big name celebrities to increase reach and hype for new releases. Although Puma is not the first brand to do this, it has been very noticeable how collaborating with relevant celebrities like Rihanna, The Weeknd, and Selena Gomez has taken this previously tired brand up to the next level. It will be interesting to see how Jay-Z’s creative vision will be shown through the brand. Even more than that, to see how this new venture will impact the brand. Will Puma’s be the new ball shoe on the courts worn by Lebron? Do Nike and Adidas have a new competitor to worry about? Only time will tell.

Written by Deanna Thayer

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