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Puma Announces Multi-Year Partnership With J. Cole

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Puma has officially announced that it signed a multi-year partnership with Grammy-winning platinum recording artist J. Cole.

The global sports company announced that the collaboration will begin with a short film and TV commercial that was concepted 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 air during Sunday's NBA All-Star game on TNT.

PUMA said it has tapped Cole because of his connection to basketball, fashion and music culture.

"Cole sits at the intersection of music and sport and represents everything that PUMA stands for as a brand," said Adam Petrick, Global Director of Brand & Marketing at PUMA.

Meanwhile, Cole's inaugural sneaker project, called the Sky Dreamer, hit shelves this week.

The Sky Dreamer is a relaunch of the original style, the Sky LX, worn on-court in the '80s.

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