J. Cole partnering with Puma

Rapper J. Cole has signed a multi-year partnership deal with sportswear giant Puma.The Grammy Award-winning musician, full name Jermaine Lamarr Cole, has teamed up with executives at the German brand to help create products and develop marketing campai…

Rapper J. Cole has signed a multi-year partnership deal with sportswear giant Puma.

The Grammy Award-winning musician, full name Jermaine Lamarr Cole, has teamed up with executives at the German brand to help create products and develop marketing campaigns as part of a multi-year partnership.

“Our partnership with Cole is deep-rooted,” said Adam Petrick, Puma’s global director of brand and marketing, in a statement. “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.”

To kick off the partnership, the 35-year-old, who also plays basketball, has starred in a short film and TV commercial that tells his story and connection to the brand. He came up with the concept and co-directed the film, which debuted during the NBA All-Star Game on Sunday.

Sharing the video on Instagram, Cole wrote in the caption, “Been imagining this for 10 years. It’s time. @puma. The DREAMER.”

To coincide with the announcement, Puma has released a mid-top basketball sneaker called the Sky Dreamer, a relaunch of the original style, the Sky LX, as worn on-court by players in the ’80s.

The new version, which Cole has been seen wearing out in public on multiple occasions, also includes a Dreamville “Dreamer” emblem, which takes inspiration from his brand and record label Dreamville.

The shoe is the first of many basketball-inspired products the rapper will be involved with before he releases his own Dreamer footwear and apparel with Puma later this year.

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J. Cole vows to stay true to his own style

J. Cole has vowed to remain true to his fashion preferences after regretting a stylist’s suggestion. The rapper was preparing for the BET awards in 2013 when his personal dresser suggested he wear a Versace sweater to the event. The black pullover, fe…

J. Cole has vowed to remain true to his fashion preferences after regretting a stylist’s suggestion.

The rapper was preparing for the BET awards in 2013 when his personal dresser suggested he wear a Versace sweater to the event. The black pullover, featuring gold medallions, was considered to be over the top by Cole but his team convinced him it would raise his profile.

“I remember it like, ‘Nah, bro, you gotta step it up a level, you gotta own some superstar s**t’, almost with the implication that I could be further along if I just looked like a star,” he tells GQ. “This is what the people want to see.”

The 34 year old recalls hitting red carpet only to discover two other artists, DJ Drama and Brandon T. Jackson, were sporting the exact same item and now notes the piece would have been better suited for someone like French Montana.

“Man, look, no disrespect to French, but I feel like this (is) some s**t French Montana would have on,” he shares, revealing he didn’t recognise himself in the mirror at the time.

He adds, “I’m like looking in the mirror like, ‘Who the f**k is this?’”

Following the incident, the star retreated from the limelight to engage in some much needed self reflection, and he now insists to the time away from the spotlight helped pave the way towards him becoming a family man, later marrying his college sweetheart Melissa Heholt and welcoming a son.

“For a while, I felt a little weird about it,” he adds of his career break. “I felt, ‘Did I miss something?’ ‘Cause I didn’t feel the change that people talk about. And then I figured out what it was. I changed my life in order to get ready to have a family and to have a son. I literally changed my life, where I was living, the things that I was doing. I changed. So because of that, when my son came, I was ready. I already made room.”

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