J. Cole Inks Multi-Year Puma Partnership

After much speculation, J. Cole and Puma have officially linked. The company signed the rap artist in a multi-year partnership.

According to an announcement from Puma’s global director of brand and marketing, Adam Petrick,

“Our partnership with Cole is deep-rooted. Cole’s involved in product creation, marketing campaigns and cultural guidance. He is going to be a key player in many of the things we do at PUMA moving forward and we’re excited to work with him not only on a product level but even more importantly as one of our athletes. Cole sits at the intersection of music and sport and represents everything that PUMA stands for as a brand.” 

Puma’s newest sneaker, Sky Dreamer, was also released in conjunction with the announcement. According to XXL, this is a modified version of the Sky LX sneaker that debuted in the 1980’s that has Cole’s Dreamville logo.

It’s also reported that this “is the first of many Hoops products that Cole will be involved in before dropping his own Dreamer footwear and apparel coming later this year with PUMA.”

In addition, there’s also a short film that will debut during the NBA All Star game on Sunday (Feb 16th), on TNT.

Cole first came on the scene in 2007 with “The Come Up” and later signed to Jay Z’s Roc Nation in 2009. Since then, he’s had five number one albums. 

It’s also rumored the rapper is releasing a new album this year, “The Fall Off.” There is no official word as of yet, so fans will have to wait and see.