Puma has repeatedly said that it would return to basketball when it will find a way to do so with the right mixture of performance and cultural relevance. It has ticked both boxes in the last few days through partnerships with Walt Frazier, Jay-Z, Deandre Ayton and more.
The deals inked with current basketball players represent the endorsement of the brand by several high-profile members of the latest generation – about two decades after Puma struck a ten-year partnership with Vince Carter, which rapidly fell apart. The company said that it was making a serious statement about its return to the category as a performance brand and a culturally-focused basketball brand.
Ayton was the number one pick in this year's draft of the National Basketball Association (NBA), which was held a few days ago. Formerly a forward at the University of Arizona, Ayton was picked by the Phoenix Suns. Puma added a multi-year footwear and apparel endorsement with Marvin Bagley, a player from Duke University who went to the Sacramento Kings as the draft's overall second pick. The third player signed by Puma, Zhaire Smith from Texas Tech, was picked in the first round as well.
Frazier is a former professional basketball player who gave his name to the Clyde, an iconic Puma shoe launched in 1973. The name referred to the robber Clyde Barrow, as Frazier became famous for his sudden steals. Frazier, who spent most of his career with the New York Knicks, was also known for his stylish outfits off the court. Puma announced last week that Frazier had become a lifetime ambassador for the brand. He showed up in person at the Puma Hoops head office in Brooklyn.
Jay-Z has become involved as creative director for the basketball category. Among other contributions to the rebuilt basketball division, Jay-Z is expected work on art direction for Puma's basketball footwear. Puma had already arranged several deals through Roc Nation Sports, Jay-Z's agency and production business. One of the artists involved is Rihanna, who helped provide fresh impetus to Puma by promoting the brand and creating her own range of Puma gear. The agency went on to secure endorsement deals for Puma by several football and baseball players.
Meanwhile, Puma has also become the exclusive footwear and apparel partner for The Basketball Tournament, a winner-take-all summer basketball event broadcast live on ESPN. As part of the multi-year partnership, Puma is set to receive promotional rights to all TBT games, including a significant presence on-site and during ESPN broadcasts. Puma is also offering an endorsement deal to any player who competes in TBT and then signs on with an NBA team the next season. Sixteen players at TBT were taken up by NBA teams after last year's tournament. TBT is a single-elimination, five-on-five tournament involving college alumni players, international players, former and potential NBA players, that started last week. It will run until the $2 million championship game on Aug. 3 in Baltimore.
