BROOKLYN, New York — Puma on Monday announced that entertainment and business mogul Jay-Z has been named Creative Director for the brand as part of its quest to regain its edge on the sneaker culture.
“I can confirm that according to his deal with Puma, Jay-Z’s official designation is Creative Director,” Adam Petrick, global director of marketing and brand for Puma, told ESPN. “I referred to him (earlier) today by an informal designation.”
Jay-Z, whose given name is Shawn Carter, is expected to be leading brand creative direction for marketing campaigns, will have a voice on product and will also help to identify which upcoming NBA players and entertainers may be best suited for the brand to sign.
“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,” Adam Petrick, the brand’s global director of brand and marketing, told Complex.
His sports agency, Roc Nation Sports, has also had a constant recent history of doing deals with Puma. Several of the agency’s clients in the NFL, MLB, WNBA and NBA have signed endorsement deals with the brand. Jay-Z’s longtime protégé Rihanna, a Roc Nation client since 2010, has had a successful collection of sneakers and clothing with Puma since signing on as a brand creative director in 2014.