Puma have named Jay-Z as the company's creative director for basketball operations, as the sportswear giant return to the basketball market after a 20-year absence.
The 48-year-old will lead creative projects and marketing efforts within basketball, as well as assisting with talent-spotting potential brand ambassadors. Puma are targetting young, talented players in the draft to sponsor in the hope that they will make a big impression in the NBA - subsequently flooding the league with Puma branded superstars.
Ahead of this weeks draft Puma already signed a trio of young players, all whom carry a big reputation: Deandre Ayton, Marvin Bagley III and Zhaire Smith. All three players have agreed multi-year footwear and clothing endorsemen deals with Puma.
The move from Puma to assign such an iconic figure, from a different industry, as the creative director embraces the crossover from the sporting and music world. Adidas have a long standing relationship with many musicians and the partnership with Kanye West shows how the right relationship can revolutionise a company. According to Kanye West himself, the Yeezy brand is set to "hit a billion dollars this year."