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Puma has recently signed a multi-year partnership with rapper J. Cole. The announcement was made by PUMA on Thursday (Feb. 13), as Billboard reports.

“Our partnership with Cole is deep-rooted. 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,” PUMA’s global director of brand and marketing, Adam Petrick said.

In addition to PUMA’s new partnership with J. Cole, the sports apparel company is also releasing its Sky Dreamer.  It’s PUMA’s newest basketball silhouette, which also hits PUMA and Footlocker shelves on Thursday also.

The reimagined Sky Dreamer is bringing back one of PUMA’s ’80s classic sneakers. They retail at a price of $130. Cole has appeared in the white sneaker while being out and about on several occasions.

J. Cole is also partnering with PUMA for a short film where the North Carolina rapper will share his story and connection to the brand. The film debuts during Sunday’s (Feb. 16) NBA-All Star Game on TNT.

Glennisha Morgan is a Detroit-bred multimedia journalist and writer. She writes about intersectionality, hip-hop, pop culture, queer issues, race, feminism, and her truth. Follow her on Twitter @GlennishaMorgan.