The now-Grammy Award-winning MC/producer announced this morning (February 13) a multi-year partnership with Puma. Notably, Cole’s Roc Nation family member JAY-Z is the President Of Basketball Operations at the German shoemaker and apparel giant. However, it comes with something we can all feel.

The sneaker brand has previously worked with other Rap acts such as Nipsey Hussle, YBN Cordae, Meek Mill, and G-Eazy. The beauty behind this latest partnership comes with regard to J. Cole’s connection to the city where he’s from: Fayetteville, North Carolina.

Co-directed by Amber Grace Johnson, Scott Lazer, and J. Cole, a short film The DREAMER recounts the Forest Hill Drive native’s continuing love for basketball even after all his recent successes in Hip-Hop and activism.

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