Skepta’s Big Smoke Corporation—a multi-faceted services agency launched by the grime MC earlier this year—has announced its new partnership with German sportswear label PUMA.
Taking to Instagram to announce the news, BSC—who have been given full “creative control”—is set to team up with PUMA on Futro, which, while details remain sparse, is expected to be either a co-branded apparel line or sneaker line between the pair.
Having previously worked with Nike on a number of projects—including the Air Max Tailwind 5—this partnership is expected to utilise Skepta’s expertise on a range of products, which he did in an iconic, groundbreaking way with Nike.
“Big Smoke Corporation will look to partner with brands who are forward-thinking and keen to work with both established and emerging talent,” the Big Smoke Corp.’s website states. “Brands who can collaborate, listen and want to highlight diversity of thought. Skepta’s mission is distinct in style, with a big visual narrative formed to have an impact very much in the now,” adding that his aim with his company is to drill down on “themes of race, equality and rehabilitation, and do so from a place of honesty, truth and authenticity.”
