PUMA is joining forces with rap mogul JAY-Z to revamp its basketball division. The 48 year old has been named the president of PUMA Basketball to help reel in college basketball stars before they sign to the NBA.

The superstar's new role was announced on Monday, as bosses at sports firm Puma unveiled plans to revisit the shoe company's basketball sneaker category for the first time in 20 years.

"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," Puma's Global Director of Brand and Marketing, Adam Petrick, said in a statement to Complex.

Patrick added: "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, all the aspects of culture around basketball as much as the on-court presence that we will have."

JAY-Z, born Shawn Carter, previously teamed with Puma last year when he rocked shoes and apparel from the company during his 4:44 tour as part of a promotional deal.

According to ESPN, the "99 Problems" hitmaker will lead the brand's creative direction and will also have input when it comes to product (sneakers and apparel) development. JAY-Z was briefly a minority owner of the Brooklyn Nets NBA team before selling his 1% ownership stake in 2013 as his ownership role conflicted with his own Roc Nation Sports Agency.

Photo by BlayzenPhotos / BACKGRID

  • Doink_Ahanahue

    Congratulations Sean Carter! I like Puma so I hope to see some good things

  • Yoni7

    Congratulations!
    I like that lil getup you have on, Bey.

  • DETROITTOATL

    You can say what ya want, but you can't knock the hustle. Congrats!!

  • Mr.LeBrickJames

    I'm always in favor of black wealth increasing, so... good for him.

  • FukkFolks2018

    Good. Go Shawn!
    Still like my basketball and hip hop very extra sep. But understand how and why they mix.

  • king shun

    Like is said show dogs and dog shows

  • Blak

    how much money does this man need and how much time in the day does he think he has?

  • Kanyade

    congradulashons.

  • Aries Dog

    Ask warren Buffet Bill Gates and em how much money they need...the oil tycoons all over...what is wrong with some of us?

  • Kanyade

    maybe it's about expanding his portfolio/resume outside of music?

  • We Can Do This

    Right. Why not ensure that your kids kids kids, never have to fill out a job application.

  • MissHarlem

    Go ahead ?

  • king shun

    His job will be to use his star power to attract young black impressionable ball players to puma to get shitty deals

  • MissHarlem

    Morning boo ?

  • RespectSelf

    Good for Him. Ye should have just stuck it out with ole dude lol He real life doing what Ye said he wanted to do.... creating wealth for generations to come.

  • We Can Do This

    Pretty much. But once you sign any contract you're more than likely getting a raw deal.

  • https://www.youtube.com/watch?v=z1lo6u-UIbo Nancy Drew-Natural & Luv’n It!

    Congrats! Keep grinding!

  • Mec-One

    He was doing that before 'ye said it

  • Yui

    I was getting ready to say

  • RoniV

    Always supporting Black Excellence......Congrats Jay!

  • king shun

    more like you are in favor of Jayz wealth increasing because his job is to sucker young black males in to shitty deals

  • shell

    They corrected. He's not president, but creative director.

  • Mr.LeBrickJames

    Do you ever have anything positive to say about any black person? Ever?

  • Mr.LeBrickJames

    Funny how people are OK when white folks expand, diversify, and build more wealth. But when black people do it, they're being "greedy".

  • RICHIE_RICH

    You should always have 4 or 5 ways of making money ?

  • RICHIE_RICH

    Well I rather a black man do then a white one?????

  • RICHIE_RICH

    Get them coins!!!

  • Trace da Ace

    good for them....

  • Junkanoo

    The players get the short end of the stick per usual . Why doesn't some one rehome Jay Z to a no kill farm for camels to live out the rest of his life . Jay is just greedy it's revolting money and power is his drug.

  • No Love Lost

    He's a white troll from Tmz with an inferiority complex.

  • AmericanDream

    ‘You ain’t no boss/ you got a boss ‘
    -Jay-Z

    Then turns around and collects a check from the man. The hypocrisy of these people has no boundaries .

  • justlooking

    Congratulations on rising to the tip top! Where you answer to NO one.

    *Correction we must all answer to someone....SHRUG

  • Mec-One

    He's still a boss ...... you're trying to hard ...... smh

  • AmericanDream

    Ye gets paid $10m/ yr for his adidas deal and gets royalties for any pair of his highly successful yeezys sold . He isn’t missing much .

  • Mr.LeBrickJames

    True. When some 19-20 year old kid is signing a deal with a major corporation... the contract is always going to be more in the corporation's favor. That's kids in any sport, not just black kids.

  • Mr.LeBrickJames

    Thank you. Michael Jordan still collects big checks from Nike every month, year after year. You don't see him complaining.
    Plus he's also a business owner in his own right, just like Jay-Z. People love to look for silly stuff to find fault with. SMH

  • AmericanDream

    The word boss means a lot of things while meaning nothing at the same time . In this context he’s no boss, try some staying on topic please .

  • RespectSelf

    Who was?

  • Alextra Ballard

    Jay and hiz peeps got stiff competition....you got Nike and Adidas to contend with. Good luck!!

  • RespectSelf

    Yea he's getting big money for sure. He not getting the type of money he trying to though. He gotta make some more moves

  • Mr.LeBrickJames

    Jay Z. Since back in the days with Damon Dash

  • Mr.LeBrickJames

    True, but it's a big pie, so even a small slice of that can still make you some good money. Even UnderArmour is a relatively small player in the game, but they're still making money.

  • RICHIE_RICH

    But at the end of the day he’s still a boss, he don’t really need Puma. Let’s be realistic!!

  • RICHIE_RICH

    Bloop ask Curry!!!

  • Quitedeliteful

    Bouncey looks pretty. I respect the hustle and grind. Nothing wrong with getting that paper...

  • RICHIE_RICH

    Yess bouncey is thick and juicy

  • RespectSelf

    oh I was confused because I didn't see how that had anything to do with what I said. Of course he was doing it before Ye said it in a interview. I'm sure that's a big reason he looked up to Jay.... I just was saying he should of stuck it out with dude since Jay is doing what he said he also wants to do... Gotta surround yourself with folks that are at the space you trying to get to. I wasn't saying he's just "now' doing it because Ye said it lol

  • Logan Roberts

    Beyonce can't dress to save her life. She needs to hire JLo's stylist. What in the Selena hell?

  • Alextra Ballard

    I shall agree with you on that.

  • Mr.LeBrickJames

    Yup. And once Puma hooks up with the right up-and-coming star, that's gonna boost their brand in the basketball realm, just like Curry did for UnderArmour. It'll probably take a few years, but I can see it happening.

  • Stan4NoOne

    You mean Creative Director... Congratulations Jigga!

  • Logan Roberts

    Business 101: always have a side hustle ?

  • RICHIE_RICH

    True indeed! It’s all about the marketing

  • FukkFolks2018

    Hey hey hey. Had a meeting at 10. How are you?

  • RespectSelf

    Her and her sister seemed to be really in to artful clothing pieces...

  • MsPam

    I think it’s a great match, Puma and Jay are the same age!

  • RICHIE_RICH

    Does it matter that she can’t dress? Everyone isn’t made to be stylish. I’m sure her bank account is more stylish?????

  • KcoolMuziq

    I can't wait until JAY-Z"s Tidal releases another new Prince album next year. Since Prince's estate battled it out with him in court to finally agree to Prince's wishes to him. It's all I live for..

  • Branch Davidian

    He has to pick the right players. If Steph Curry sucked, Under Armour would be out of business. If none of these college dudes pan out, Puma is doomed...

  • Kayke

    I like her style for her. I wouldn’t wear everything she wears, but she’s no replica and I can appreciate that.

  • Kayke

    Jay is still in the money without those checks and thats the point of that verse.

  • Kayke

    It’s not 10m/yr, it is the sum of the deal minus royalties.

  • Kayke

    Don’t forget Beso’s with his 141 billion dollar net worth.

  • Logan Roberts

    I wouldn't give a damn how much money she has, I think she has no style whatsoever. And I'm a fan of hers.

  • RICHIE_RICH

    Like she said “I know you Care” what’s the logic behind ? You missed the point!!

  • Ang

    He always answered to the man. Roc-a-Fella was owned by Def Jam which is owned by Universal. All these celebrities have a boss no matter how much money they make. I'm not hating on them collecting the money and moving on up. Most people would want that. I don't know why Jay would stunt and exaggerate like that as if what he has isn't a whole lot to be proud of.

  • Munchosgirl

    Shawn

  • HalleMerry

    Difference is he took this deal because he wanted to,not because he HAD too! I have a business and a 'regular job' I go to my regular job because I like it,but I am free and clear to quit whenever I want.

  • Jethro

    ??????

  • AmericanDream

    ‘Difference is he took his deal because he wanted to’

    you have insight into his bank account , who knew ?

  • Yes, I Said That

    Not so fast. TMZ and other news outlets are reporting today that Prince's estate want to pull out of the Tidal deal due to Jay Z falsifying streaming numbers on Tidal. The heirs are stating that they do not want to be caught up in the Tidal lawsuits/problems. When the agreement was made for Tidal to curate Prince's new album due next year, half of Prince's heirs did not agree with the deal. They wanted the lawsuit to go on. However, the judge said it was in the best interest of the Estate to generate money. Also its sad that none of Prince's heirs have been paid any money from the estate. Look up the articles online about the Prince and Tidal lawsuit.

  • Yes, I Said That

    Not so fast. TMZ and other news outlets are reporting today that Prince's estate want to pull out of the Tidal deal due to Jay Z falsifying streaming numbers on Tidal. The heirs are stating that they do not want to be caught up in the Tidal lawsuits/problems. When the agreement was made for Tidal to curate Prince's new album due next year, half of Prince's heirs did not agree with the deal. They wanted the lawsuit to go on. However, the judge said it was in the best interest of the Estate to generate money. Also its sad that none of Prince's heirs have been paid any money from the estate. Look up the articles online about the Prince and Tidal lawsuit.

  • missmiami305

    Wasn’t Jay a sports agent or something like that? What happened to that business venture? Remember he had some college athlete come to his new pad and sign a co tract or something a few years back? Oh well! Good for u Jay

  • Trace da Ace

    off topic and all....but I wonder if Jay uses Viagra yet??? What is the starting age for that???...asking for a friend..lol

  • Miss Thang

    this pic is a few years old.

  • Miss Thang

    lol

  • HalleMerry

    No,but I can sniff an Employee a mile away. Don't hate,You can be a Boss too! Let me teach you?

  • HalleMerry

    People who aren't a boss would NEVER understand,I give up on trying to teach..But to make it simple-ALWAYS increase your income sources.There is not a SINGLE wealthy person that I know who has 1 source of income..Never keep all of your eggs in 1 basket.

  • HalleMerry

    Exactly.

  • Blue

    *Yawn* Puma. The official shoe for Old Uncles At DayParties

  • Quitedeliteful

    Oh! She does look younger in that pic. I assumed it botox...

  • Munchosgirl

    Still signing clients...

  • Mec-One

    Do you not capitalize on opportunities that come your way or do you pass because you don't want to be greedy ..... lmao

  • Savoy7

    Bey & Jay stay WINNING

  • Mec-One

    Jay

  • KcoolMuziq

    Prince’s heirs have RARELY agreed on ANYTHING the estate has done since Prince’s transitioning and have always been out ruled by the judge everytime. They have been totally divided and don’t even communicate with each other only through two sets of lawyers.

    Half of the heirs is the ones that don’t agree with the deal not ThE Estate. It’s already been overruled .

    Also it’ll be a VERY long time before any of Prince’s siblings see a dime. After the lawyers are paid and the estate administrators and tax bills get paid. I doubt they will live long enough to receive anything. Prince knew what he was doing by not leaving a will.

  • ?Patty Kakes?

    Jay's album couldn't kick off the OTR 2 tour with numbers. Does anyone think he can really turn puma around (just asking)

  • Yes, I Said That

    The job should have went to Rihanna. Her clothing and shoe lines for Puma are responsible for making Puma hot again. Hopefully, Puma is paying Rihanna a heafty salary/royalties.

  • what?why

    Correction: Director under Live Nation. Good job but may have conflicts with Roc Nation but Live will take care of any of that.

  • what?why

    Rihanna is under Jay Z in the Live Nation Corporation.

  • parisjok

    really love love love her dress. want it want it want it

  • Mister Fantastic

    This is not going to end well for Puma. His management skills are showing to be subpar at best. There are no success stories from the numerous ventures he has done so far.