Jay-Z, whose given name is Shawn Carter has indeed transcended his music engagements into the world of business. He further cemented his business credential with his appointment on Monday as Creative Director of Puma Basketball.
Before unveiling its new basketball sneaker this week, Puma signed its first signature athlete, Walt “Clyde” Frazier, to a lifetime contract earlier in an elaborate ceremony event in New York. The brand’s new silhouette is expected to be a modernized update to Frazier’s iconic, original Clyde sneaker from 1973, with a knit construction and today’s technology.
While the presidency role is a major development for the relaunch of Puma Basketball, Jay-Z has already been in business with Puma for over a year. The brand outfitted him in Puma sneakers and apparel during his 2017 tour to promote his “4:44” album.
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.
With Jay-Z leading the way, Puma is expected to be aggressive in looking to sign even more upcoming rookies in the 2018 NBA draft, along with several established NBA players who will have current endorsement deals expiring in October.
