According to the brand, this will be a multi-year partnership between the two with their first project arriving as a short film set to air during Sunday's NBA All-Star Game. The film was produced by both Puma and Dreamville production as well as being co-directed by Cole himself and is centered around the idea of never abandoning one’s dream despite the obstacles faced.
“Our partnership with Cole is deep-rooted,” said Adam Petrick, Puma's Global Director of Brand & Marketing. “Cole’s involved in product creation, marketing campaigns and cultural guidance. He is going to be a key player in many of 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 of our athletes. Cole sits at the intersection of music and sport and represents everything that PUMA stands for as a brand.”