Jermaine Cole, known by his stage name of J. Cole has just teamed up with German-based athletic brand, Puma. During the NBA All-Star weekend, the rapper partnered with Puma to shoot a commercial and a short film to promote the collab. The commercial is a joint production between Cole's Dreamville and PUMA has a central theme of never abandoning your dream regardless of any obstacles you have faced, will face, or your past.
Adam Petrick, Global Director of Brand & Marketing at Puma said,"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."
Cole and Puma teamed up to recreate the iconic Sky LX sneaker from the 80's, which is now known as the Sky Dreamer, a play on the Dreamville name. The Sky Dreamer is just the first of many planned Hoops products that Cole will have a role in creating before dropping his own signature Dreamer footwear and apparel coming later this year.
Of course this collab made sense; Cole is extremely intertwined with fashion and basketball in addition to his music. He has even been seen hooping several times, with a very impressive jumper.
This is not the first time the two entities have come together. After Dreamville released Revenge of the Dreamers III, Puma and Dreamville partnered together to release a line of clothes and shoes with the Revenge logo on them in black and gold.