J.Cole and PUMA have officially announced a partnership by way of a short film dubbed “The DREAMER.” Conceptualized and co-directed by Cole himself, the film juxtaposes the journey of a basketball-obsessed child with the rapper’s rise to the top — concluding with a mixed montage of his memorable missed dunk from the 2019 NBA All-Star Game and him stuffing down a thunderous right-handed slam on a dimly-lit court.
This follows closely after the unveiling of PUMA’s new Sky Dreamer silhouette, a high-cut basketball shoe that combines ’80s-inspired style with modern-day performance tech. Spotted on Cole frequently over the past few months and officially debuted with a lookbook staring Kyle Kuzma earlier in the week, the Sky Dreamer presents a hybrid lifestyle/performance look. Key design points include a high collar, bold strap and ProFoam cushioning plus Cole’s Dreamville logo running down the heels.
“Our partnership with Cole is deep-rooted,” said Adam Petrick, PUMA Global Director of Brand & Marketing. “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.”
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Although this announcement makes the multi-year partnership official, it’s far from a surprise. Cole wore PUMA during his halftime performance at the aforementioned All-Star Game in Charlotte, and the onetime college hooper is a regular at fellow PUMA Hoops signee Chris Brickley‘s legendary Black Ops Basketball runs alongside luminaries of the game like James Harden and Kevin Durant.
The Sky Dreamer is available now on the PUMA webstore for $130 USD, and you can expect more collaborative footwear/apparel from Cole and PUMA in the coming months.