As Puma prepares to roll out the relaunch of its basketball sneaker category for the first time in 20 years, Puma announced that rapper and business mogul Jay-Z has been named to a high-profile role with Puma Basketball.
A Puma spokesperson told ESPN Monday afternoon that Jay-Z's title would be president, but later clarified his title.
"I can confirm that according to his deal with Puma, Jay-Z's official designation is Creative Director," Adam Petrick, global director of marketing and brand for Puma, told ESPN. "I referred to him (earlier) today by an informal designation."
In advance of this week's NBA draft, Puma has already signed projected first-round picks Deandre Ayton, Marvin Bagley III and Zhaire Smith to multiyear footwear and apparel endorsement deals. The trio represents the first NBA endorsement deals for the brand in two decades. Puma last signed Vince Carterin 1998 to a 10-year deal, although the short-lived contract ended after just two seasons.
Jay-Z, born Shawn Carter, is expected to be helming the brand’s creative direction for marketing campaigns. He will also reportedly have a voice on product and help to identify which upcoming NBA players and entertainers may be best suited for the brand to sign.
Information from Espn.com contributed to this report.