Written by Ardi Hamedani
Puma just announced their latest partnership with Grammy-winning artist J.Cole. A short film and TV commercial has been produced, directed by Cole himself. The concept of going after one’s dream, regardless of the difficulties and problems faced on the journey is the main idea behind this film.
The reason behind choosing J.Cole is for his connection to basketball, fashion and music. Adam Petrick, Global Director of Brand & Marketing at PUMA, says this about J.Cole’s role in this collaboration ” 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”.
He says “ Cole sits at the intersection of music and sport and represents everything that PUMA stands for as a brand”.
This collaboration was announced right after the latest Hoops update, The Sky Dreamer. The Sky Dreamer is a reworked Sky LX, worn on-court in the ‘80s. It has come back with the retro-inspired mid-top silhouette with a modern touch. Cole’s brand, Dreamville has also come in play with the “Dreamer” emblem designed on the shoe.
PUMA Hoops athletes will be wearing the sneakers on and off the court and J.Cole has already shown them off over the past few months.
The Sky Dreamer 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.
The Sky Dreamer retails for RM659 and is now available in PUMA KLCC, Sunway Pyramid, Pavilion, Queensbay Mall & Aeon Tebrau City.
