Highsnobiety

J. Cole is joining team PUMA for a multi-year partnership officially announced today. The sportswear company shared the news with a short film starring their newest brand ambassador.

“Our partnership with Cole is deep-rooted," said Adam Petrick, PUMA's global director of brand and marketing. “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.”

Cole, a musician by profession, was regarded as a talented basketball player growing up, so much so that he nearly made it as a walk-on at St. John's University, a Division I men's basketball program. He never showed up after being called back following tryouts, however, as he ultimately decided to focus on music.

Alongside the announcement of J. Cole as brand ambassador, PUMA introduces its new basketball sneaker, the Sky Dreamer, which Cole has been spotted wearing in recent weeks. The shoe is available as of today for $130.

Press play underneath to watch PUMA's short film starring J. Cole.

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