On the heels of dropping the long-awaited joint project with his incomparable wife Beyonce, JAY-Z has been tapped by Puma to head the revival of their defunct basketball operations department. Hov is already off to a fast start as president with two of the projected top-5 NBA draft picks of the 2018 class signing endorsement deals with Puma.
Adam Petrick, Puma's global director of brand and marketing said of the news, "We've been working with Roc Nation for quite some time. They've been great partners to us for several years." Petrick continued, "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. 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 as much as the on-court presence that we will have."
Jay's new role will include selecting talent to represent the Puma brand while also having a hand in designing and overall direction of the brand in the world of basketball.