After months of speculation, Puma has officially announced the signing of multi-platinum recording artist J. Cole.

According to the brand, this will be a multi-year partnership between the two with their first project arriving as a short film set to air during Sunday's NBA All-Star Game. The film was produced by both Puma and Dreamville production as well as being co-directed by Cole himself and is centered around the idea of never abandoning one’s dream despite the obstacles faced.

“Our partnership with Cole is deep-rooted,” said Adam Petrick, Puma's Global Director of Brand & Marketing. “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.”

In terms of sneakers, Cole's inaugural sneaker project is also releasing this week is the reissue of the classic Sky LX from the '80s now dubbed the Sky Dreamer, which has already been spotted on him over the past few months. What's new to the model includes a Dreamville “Dreamer” emblem from Cole’s personal brand.

The Puma Sky Dreamer releases on as well as select Puma retailers on Feb. 13 for $130. According to the brand, the Sky Dreamer will be the first of many hoops products that Cole will be involved in prior to the launch of his own Dreamer collection featuring sneakers and apparel arriving later this year.


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