J. Cole, PUMA Announce Official Partnership, Unveil New Shoe

and PUMA have ficially announced a multi-year partnership just as the brand prepares to launch it’s newest basketball sneaker – . In celebration the partnership, PUMA and J. Cole released a short film and TV commercial that was concepted and co-directed by Cole himself.

The commercial, a joint PUMA x Dreamville production, will air during Sunday’s NBA All-Star game on TNT but you can catch an early look the video embedded below.

According to PUMA, The Sky Dreamer is the first many basketball products that Cole will be involved in before dropping his own Dreamer footwear and apparel coming later this year with PUMA.

“Our partnership with Cole is deep-rooted,” said Adam Petrick, Global Director Brand & Marketing at PUMA. “Cole’s involved in product creation, marketing campaigns and cultural guidance. He is going to be a key player in many the things we do at PUMA moving forward and we’re excited to work with him not only on a product level but even more importantly as one our athletes. Cole sits at the intersection music and sport and represents everything that PUMA stands for as a brand.”

The Sky Dreamer colorway will be available in-stores and online PUMA.com starting Thursday, February 13th, followed by the “Sky Modern” iteration on Saturday, February 15th. Both will retail for $130. Check out the ficial images below.