Jay Z has joined as the company’s president of basketball operations. Adam Petrick, Puma’s global director of brand and marketing, told Complex: “We’ve been working with Roc Nation for quite some time. They’ve been great partners to us for several years. We’ve done many different deals with many different ambassadors.” When Puma approached him about this opportunity, Hov felt it “was something he wanted to be a part of,” according to Petrick.

Mr. Carter will have a hand in the players selected to join Puma’s basketball division, along with assisting in the art design and overall concept and direction of the brand. “What’s important to him on a day like today is that it’s clear we’re making a serious push with players like Bagley and Ayton and Smith. We’re making a serious statement about the entry of the category, that we want to be a performance brand, but then also very culturally focused. It’s clear that we’re looking at basketball through the lens of culture, and thinking about the fashion of basketball, the music of basketball, all the aspects of culture around basketball as much as the on court presence that we will have,” Petrick continued.