The rapper is named the president of Puma’s revamped basketball division.
Rap mogul Jay-Z has been named the president of Puma’s revamped basketball division.
The superstar’s new role was announced on Monday, June 18, as bosses at sports firm Puma unveiled plans to revisit the shoe company’s basketball sneaker category for the first time in 20 years.
According to ESPN, the 99 Problems hitmaker is slated to lead the brand’s creative direction and will also have input when it comes to product development. A dedicated basketball fan, the 48-year-old was once part owner of the Brooklyn Nets NBC team before selling his ownership stake in 2013 as he opened his own Roc Nation Sports Agency.
“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,” Puma’s Global Director of Brand and Marketing, Adam Petrick, said in a statement to Complex.
He added, “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, all the aspects of culture around basketball as much as the on-court presence that we will have.”
Jay-Z, born Shawn Carter, previously teamed with Puma last year (17) when he sported shoes and apparel from the company during his 4:44 tour as part of a promotional deal.
He also collaborated with rival footwear company Reebok for the S. Carter Collection back in 2003.
The new job gives Jay-Z another reason to celebrate, after surprising fans on Saturday, June 16, by releasing Everything Is Love, his first joint album with his wife Beyonce.
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