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JAY-Z named creative director of Puma Basketball

BUSINESSMAN: JAY-Z

AS PUMA launches itself back into basketball, its global director Adam Petrick has announced that the brand will be teaming up with rapper star Jay-Z. After months of speculation, the latest move sees the music mogul take on the role of as a creative consultant.

In the initial reports, the company said that Jay-Z would serve as president of Puma’s basketball division, but have since retracted the statement.

Petrick told Complex magazine: “We’re making a serious statement about the entry of the category, that we want to be a performance brand, but then also very culturally focused.

It’s clear that we’re looking at basketball through the lens of culture, and thinking about the fashion of basketball, the music of basketball, all the aspects of culture around basketball as much as the on-court presence that we will have.”

Under this new title, Jay-Z is expected to take the lead on the brands marketing campaigns and suggest the names of upcoming NBA players for the brand to sign.

Despite his high profile role, it has been confirmed that Mr Carter will not play a role in the selection process of players who will join the basketball division.

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