PUMA signs grime artist Skepta as global ambassador

PUMA announced its latest partnership with British-Nigerian grime MC, rapper, and producer Skepta, who will work on product design and curating global campaigns.

Chief Joseph Olaitan Adenuga Jr., otherwise known as Skepta, rose to fame in 2009 with ‘Too Many Men’, bringing the grime genre into popular culture. His creative innovation in the arts aligns with PUMA’s style and sensibilities.

This partnership will bring a spotlight to Skepta’s Big Smoke Corporation, an organization created to foster and ignite a community of individuals and bring those talents to brands. The rapper said: “This is the first brand partnership deal to come through my new company Big Smoke Corporation and one I am very proud of. Together with PUMA we can put our spin and create a new way of thinking about fashion and style.”

With his expansive understanding of culture, music, art, and fashion, Skepta will work with the activewear brand to bring a new, contemporary vision to its global marketing campaigns. He commented: “It’s an honour to work with such a globally recognized brand that is both embedded and has a real understanding of youth and popular culture but also understands the importance of partnerships and collaborations such as this. We look forward to developing and creating new opportunities for the next generation together.”

Bjoern Gulden, PUMA’s CEO, remarked: “Skepta is the embodiment of progression, proven by the impact he has created on music, fashion, and culture over the last two decades. We are excited to start this journey with him where he will play a multifaceted role, bringing to life his knowledge and vision, helping us revolutionize our progressive space. We could not be happier to welcome him to our PUMA family, and I am excited to see what we accomplish together.”

Skepta has previously worked with Nike, creating coveted special-edition sneakers such as the Air Max 97 Shox.