Rapper,Jay-Z is the latest celebrity to be named creative director for Puma basketball. The German sportswear company global director of brand and marketing,Adam Petrick said in an interview on tuesday that the music mogul would would consult on product creation and marketing strategy. Jay Z’s company Roc nation has worked with Puma since 2013 with the likes of Solange who was signed to the label as their art director and creative consultant and the following year Rihanna as the brand’s creative director.
Mr Petrick said of the ‘diamond’ singer;“She was the one that kind of pioneered a lot of the ways we work,” he said. “It was so focused on her, what she wanted to do and listening to her. Her ideas were so strong.”
He also talked about why they are looking beyond athletes ;“We’re looking for players who have something extra,” he said. “We are looking for players who have a sense of style, who feel comfortable and confident in their own style choices on and off the court. That’s the territory we’re trying to explore.”
Congrats to Jay Z.