If you thought Jay-Z couldn’t get any busier, the rapper is now adding ‘Creative Director of Puma Basketball’ to his large business portfolio. Following the recent release of album “Everything is Love”, Z will be responsible for creative direction and recruitment of NBA up-and-comers and artists for the Puma brand.

“Jay Z has officially joined the Puma brand as creative director of Puma Basketball,” said Adam Petrick, Puma global director of brand and marketing. “In this capacity he will be overseeing creative strategy, creative marketing, and product design. Since 1973 the sport of basketball has transcended the court and Puma Basketball will blend the influences of performance, fashion, music and culture. Jay Z is the perfect partner to help us re-enter the category.”

The relaunch of Puma Basketball has already seen the signing of its first signature athlete, Walt “Clyde” Frazier and the company expects to add the likes of DeAndre Ayton, Marvin Bagley and Zhaire Smith to its season line up.

This is not the first time Jay-Z and the sportswear brand have worked together, collaborating over a year ago on the rappers 4:44 Tour, providing merchandise and shoes.

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