Always a basketball fan and player, we saw him, for example, trying his hand at a dunk during the All-Star Game 2019 NBA Dunk Contest and playing with the NBA pros, the silhouette chosen for this first collaboration could only be a basketball sneaker but designed to be worn both on and off the floor.
Versatility as a starting point for this project is only the beginning of a long-term collaboration.
PUMA made its return to the world of basketball in 2018, after 30 years of absence, but no one could expect it to do so with this strength. The brand was already doing very well by contracting absolute celebrities like Rihanna, Kylie Jenner, The Weekend, Selena Gomez, etc.
With the announcement of Jay-Z as creative director the turning point was clear, the German brand immediately signed many interesting prospects such as the first pick of the 2018 draft DeAndre Ayton, Kyle Kuzma of the Los Angeles Lakers and Marvin Bagley III, 21-year-old big man of the Sacramento Kings. These three players wore the RD-Dreamer during the training sessions that the NBA teams are facing in the so-called “Orlando bubble”, before the restart scheduled for July 31.
Inspired by the pursuit of dreams, Cole said: ““When said out loud, all the best dreams sound crazy. Dreamer logo was created with the belief that, still, we must follow ours, no matter how unachievable they may seem to others”.
Speaking about the multi-year partnership with the Frankfurt-born artist in Germany, PUMA’s global director of brand and marketing, Adam Petrick, said: “Our partnership with Cole is deep-rooted. Cole’s involvement 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”.
The J.Cole x PUMA RS-Dreamer will be available from July 31 in all Foot Locker stores for $125.