Yesterday, global sports company PUMA officially announced a multi-year partnership with Grammy-winning artist J.Cole with a short film and TV commercial that was conceptualised and co-directed by Cole himself.
The theme of the spot speaks to never abandoning one’s dream, despite the obstacles faced or time passed. The commercial was a joint PUMA x Dreamville production and will be aired during Sunday’s NBA All-Star game.
This announcement comes right as PUMA’s newest Hoops silhouette, the Sky Dreamer, hit shelves on February 13. The Sky Dreamer is a relaunch of the original style, the Sky LX, worn on-court in the ‘80s.
It now returns to basketball nearly four decades later with a heritage-inspired mid-top silhouette infused with a touch of today’s style, including a Dreamville “Dreamer” emblem, which draws inspiration from Cole’s brand, Dreamville.
This new sneaker will be worn on and off the court by PUMA Hoops athletes and has already been spotted on J.Cole over the past few months. The Sky Dreamer is the first of many Hoops products that Cole will be involved in before dropping his own Dreamer footwear and apparel coming later this year with PUMA.
The Sky Dreamer, available on PUMA.com and at PUMA stores, The Cross Trainer Editions and Shesha, is equipped with PUMA Hoops technology, including the brand’s signature ProFoam cushioning and high-abrasion grip for peak stability. It also features forefoot webbing for stabilization and lockdown.
Retailing for R2 499, the Sky Dreamer is available on PUMA.com and at PUMA stores, The Cross Trainer Editions and Shesha.