Jay-Z is the new creative consultant for PUMA’s Basketball Operations

For Jay-Z this is a very busy June. 

He is currently on the On The Run II tour with Beyoncé and, always with his wife, has just dropped the surpise album Everything Is Love, accompanied by the Apeshit visual, shot at the Louvre museum. 

That's all? Obviously not. The rapper is a versatile businessman and, thanks to PUMA, he can now boast a new success.

The sportswear brand, in fact, has appointed Jay-Z creative consultant of Basketball Operations (not president as initially announced by the media) and, although he will not be involved in the selection of players in the basketball division, surely he will be a resource for marketing and artistic design of the company.

Adam Petrick, PUMA's global director of brand and marketing, has confirmed that the artist is enthusiastic about this new adventure. He has revealed to Complex:

"We're making a serious statement about the entry in the category, we want to be a performance brand, but also very culturally focused. 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. We've been working with Roc Nation for quite some time. They've been great partners to us for several years. We've done many different deals with many different ambassadors". 

Among these ambassadors stand out two young NBA promises such as DeAndre Ayton and Marvin Bagley III.

Good luck Jay-Z!