Jay-Z's role with Puma was first announced as president of Puma Basketball, but when questions were raised about a potential conflict of interest between that role and his role with the Roc Nation Sports agency, his Puma title was modified to creative director, a nebulous designation popular within the sneaker industry. The uniqueness of Jay-Z's transcendence makes the setup unprecedented to begin with. Instead, players look to Jay-Z more as a modern kingpin of several industries and have long respected his business savvy. Jay-Z isn't looked at as an influencer or style trendsetter in the way Kanye West or Travis Scott are. "We were already working with Roc Nation as a partner in a lot of different ways, so we approached Jay-Z specifically to see if he would be interested in a business partnership around this," Petrick said. Now he's a major figure not just in Puma's air travel but in the company's basketball relaunch as a whole. He had his own Reebok signature sneaker in 2003, later became a part owner of the Brooklyn Nets and founded Roc Nation Sports in 2013. Jay-Z has been around the NBA in some form for more than a decade.
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The N is the standard USA private jet registration code, 444 refers to the rap icon's latest album title and the SC is for his given name, Shawn Carter. The Puma Jet's tail numbers - N444SC - are by no mistake coding linked to none other than Jay-Z. In addition to marketing commitments and strong cash offers - the brand has clearly been showing players the much-coveted bag - the company has also been creative in coming up with additional perks for potential players, with one standing out above the rest:
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In addition to the rookie class and Rozier, who wasn't under contract to any shoe company last season, Puma will aggressively court this year's class of sneaker free agents once those players are able to take meetings beginning Wednesday, hoping to expand the roster to as many as 15 players by the time the season starts. Now, as Puma returns to a basketball market competing not just with Nike and Adidas but also Under Armour and a slew of China-based brands, the company is broadening the scope of its NBA roster. The company signed 1998-99 Rookie of the Year Vince Carter to a 10-year deal, but saw it come to an end just two years later, leaving Puma with a marketing spend around the lone Vinsanity signature model, and a suddenly dormant basketball category. In many ways, Puma is learning from the failures of its own past. "I know that has been the motivator for a lot of the basketball business for the last 30 years, but we're trying to do things differently." "The signature model concept, that construct is a little broken, and it needs to be challenged a little bit," said Adam Petrick, Puma's global director of brand and marketing. However, Puma took a different approach when pitching its roster of endorsers.
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The basketball sneaker industry has become dominated by signature sneakers, with nearly 70 percent of the NBA wearing shoes branded by a group of just 15 players this past season. It's all part of a plan to revive the Puma Basketball brand, a plan that has been in motion for the past 16 months. The upcoming marketing campaigns, input on future product, quirky social media visibility and, yes, access to "The Puma Jet" - the brand's new private plane for athletes - became key factors in appealing to players. I've played in their circuits and stuff like that, but now it's a business," Ayton told Bleacher Report. Puma - which landed four of the top 15 picks in this year's draft, including top picks Deandre Ayton and Marvin Bagley III - is offering the chance for players to immediately be the face of a brand, rather than waiting their turn at larger companies. The declaration from the Boston Celtics guard was quickly worked up into a graphic on the official Instagram account for Puma Basketball, perfectly encapsulating the splash the company is trying to make as it re-enters the NBA market for the first time in 20 seasons.
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Terry Rozier had a simple message for the basketball and sneaker worlds last week. Puma's unexpected NBA comeback: 'You can only surprise people once'
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