Today J. Cole and Puma announced a multi-year partnership. The full announcement will come during the 2020 NBA All-Star game and be accompianed by a short film created and co-directed by Cole. Cole who is coming off a Grammy win for his song with 21Savage “A Lot” said on twitter that he has been “dreaming of this for 10 years.”

Puma’s Global Director of Brand & Marketing Adam Petrick said in a statement “Our partnership with Cole is deep-rooted,” Petrick said. “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.”

Also the announcement came with the release of Puma Basketball’s newest sneaker the “Sky Dreamer” which includes the “Dreamville” logo from Coles popular record label. Are you feeling this partnership?! Let us know!