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What Will Jay-Z Bring to Puma as its New Creative Director?

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This week, it was announced that Jay-Z will take up a creative director position for Puma and its revived basketball category. Not only will the rapper oversee the design direction of sneakers and apparel, but he will also help Puma choose basketball players to rep the brand.

Unlike a number of his peers, including one frenemy who shall remain nameless, Jay-Z has never been quick to call himself a fashion designer. Yes, he has his streetwear label Rocawear, which he started back in 1999, but he hasn’t been very involved in it creatively for the past several years. And sure, he’s been appearing onstage and in his new video with Beyoncé dressed in labels like Dries Van Noten and Gucci. Still, this Puma deal is something new.

Interest in sneaker culture is at an all-time high thanks to labels Yeezy and Off-White—Virgil Abloh also makes his debut at Louis Vuitton on Thursday. It’s a gig he no doubt landed for the way he connects with millennial shoppers. Jay-Z’s entrance into this space couldn’t be better timed. It’s not hard to imagine his purview extending beyond basketball before long, too. Rihanna’s ready-to-wear trajectory with Puma (she started out with only sneakers, as well) could mean that we might soon see more from Jay-Z. An extended sneaker offering, perhaps, or even a women’s line? Maybe a capsule with Ivy Park? Whatever comes of this, we’re ready to want it all.

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