PUMA has announced a long-term partnership with British-Nigerian grime MC, rapper, and record producer Skepta. He will bring a new vision to the brand’s men’s business, sharing his deep knowledge of culture, music, art, and style in designing product and curating global marketing campaigns that will revolutionize the industry.
“This is the first brand partnership deal to come through my new company Big Smoke Corporation and one I am very proud of. Together with PUMA we can put our spin and create a new way of thinking about fashion and style,” Skepta says. “It’s an honour to work with such a globally recognized brand that is both embedded and has a real understanding of youth and popular culture, but also understands the importance of partnerships and collaborations such as this. We look forward to developing and creating new opportunities for the next generation together.”
Bjoern Gulden, PUMA’s CEO, said Skepta is the embodiment of progression, proven by the impact he has created on music, fashion, and culture over the last two decades. “We are excited to start this journey with him where he will play a multifaceted role, bringing to life his knowledge and vision, helping us revolutionize our progressive space.”
