Jay-Z is PUMA's New President of Basketball Operations

Jay-Z is set to , having been appointed the brand’s President of Basketball Operations.

plan to rejuvenate their basketball offering with Hov at the operations helm. They’ve already made money moves, with the signing of Deandre Ayton, Marvin Bagley III, and other NBA prospects on extended contracts.

Jay will likely have influence on the endorsement front, art design, concepts, and brand direction.

‘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,” according to Adam Petrick, PUMA’s global director of brand and marketing. ‘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.’

The basketball category was official relaunched at a recent event at PUMA Hoops HQ in Brooklyn, where Walt Clyde Frazier was signed to a lifetime contract with the brand.