The partnership may not come as a surprise for most people, as the tour’s promo included the brand’s iconic cat logo. A Puma spokesperson confirmed the deal on Saturday, stating the 4:44 tour is one of many projects they and Hov are collaborating on.
"We can confirm that PUMA is working with Jay-Z on his upcoming tour and other collaborative projects," a rep told Billboard. "More details will be shared at the appropriate time."
It’s clear the Roc Nation and Puma relationship is only getting stronger. Earlier this year, Roc Nation’s Big Sean announced he was ending his deal with Adidas and taking on a global ambassador and creative collaborator role with Puma; Roc executive Emory Jones also teamed up with the brand to create his own shoes and small range of apparel; and who could forget Rihanna’s wildly successful Fenty x Puma line, which has quickly become a Fashion Week highlight.
Stay tuned as more information about what Hov and the brand have in store. The 4:44 Tour will kick off Oct. 27 in Anaheim, California, and will wrap up Dec. 21 in Los Angeles.