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J. Cole becomes the latest high-profile celebrity to work with Puma, after the likes of Selena Gomez and The Weeknd.

The Grammy-award winning rapper and producer has signed a multi-year partnership with the German-based sportswear and lifestyle brand. Cole also conceived and co-directed both a short film and a TV commercial for the brand.

Kyle Kuzma rocking the Puma Sky Dreamer in its latest ad.

The theme of the spot speaks to never giving up on one’s dream, no matter the obstacles faced or the amount of time wasted. The commercial was a joint effort between Puma and Dreamville productions, derived from Cole’s record label, Dreamville Records. Said commercial was aired during the annual NBA All-Star Weekend.

J. Cole with the all-new Sky Dreamer basketball sneakers.

Of course, Cole is an obvious choice for Puma, given his connection towards basketball, fashion, as well as music culture. This works out in Puma’s favour, who only recently re-entered the basketball sneaker market back in 2018. Cole’s announcement comes right after Puma’s latest sneaker drop, the Sky Dreamer.

It takes over from its predecessor, the Sky LX, which was worn on-court in the 80s. Puma now makes its return onto the courts with a heritage-inspired mid-top silhouette infused with a touch of today’s style. Cole also has a say in the design of the sneakers, throwing in his Dreamville “Dreamer” emblem.

That’s not all for Cole as he will be creating his very own collection of Dreamer footwear and apparel with the help of Puma. As for the Sky Dreamer kicks, it is now available at various Puma outlets around Malaysia at RM659.

All images courtesy of Puma.