PUMA taps Skepta as long-term collaborator and ambassador

1 min read
PUMA x Skepta

Skepta, the British-Nigerian grime MC, rapper and record producer, has announced his long-term partnership with PUMA – the announcement was confirmed by the German brand via a press release.

The multi-hatted British-Nigerian artist will not only assume the role as ambassador for PUMA, but will also collaborate with the German sports brand to design products and run global marketing campaigns. The partnership was made through Skepta‘s company, the Big Smoke Corporation.

This is the first brand partnership through my new company, Big Smoke Corporation, and I am very proud of it. Together with PUMA, we can bring our touch and envision a new way of thinking about fashion and style,” said Skepta. “”It’s an honor to work with such a world-renowned brand that is both rooted in popular and youth culture, but at the same time understands the importance of partnerships and collaborations like this. We obviously look forward to imagining and, together, expanding the horizon for the next generation.

The two partners will work closely to bring forth a new vision for men’s fashion, drawing on the rapper’s “vast knowledge of culture, music, art and style.”

The agreement with PUMA is the first signed through Skepta’s Big Smoke Corporation, an organization described in the release as aiming to “foster and enliven a community of talented individuals, and bring those talents to brands in the form of unique partnerships.”

Skepta is the epitome of progression and evolution, just looking at the impact it has had on music, fashion and culture over the past two decades. We are thrilled to begin this journey with him… He will play a multi-faceted role, bringing his knowledge and vision to life, and helping us revolutionize our ever-changing space. We are very excited to welcome him to the PUMA family and I look forward to what we will achieve together,” enthused Bjoern Gulden, CEO of PUMA.