Source: J.Cole | PUMA.com
The abundance of options that exist in footwear means that the company that carries the most shelf space is typically the company that wins. There isn’t any secret that one company dominates the hearts and minds of consumers when it comes to sportswear. As a matter of fact, it’s what makes a discussion on J.Cole and Puma a difficult discussion. While I think that the video created by the Dreamville emcee and Puma is one of the best introductions to a collaborative effort, I can’t help but think about watching the Forrest Hill’s documentary and watching J.Cole rock the stage with Air Jordan 1s on foot. I can’t help but think about his classic album covers like Forest Hills Drive (wearing Jordans), Cole World (wearing Jordans). It’s hard to separate the North Carolina emcee from the Jumpman when he didn’t have a deal.
The J.Cole of the early years is a different person now. This is an emcee who has launched a label and has shown a complete mastery of the artform. He’s also the emcee who shows up at open gyms competing and playing the game he loves. J.Cole is a major label artist who hustles like an indie rapper and has created one of the best business platforms in entertainment.
If you took a moment to watch the short film above Puma x J.Cole feels a lot different than just a collab for the sake of trying to sell shoes. It feels genuine and authentic, but at a time where major analysts discuss that basketball doesn’t resonate with the consumer, it seems a bit of a stretch for Puma to really dive in head first with hoops.
adidas has done one of the best rollouts of a basketball shoe in its signature history. The Dame 6 was given a documentary and now this collab between King Push and Dame arrives right before All Star Weekend. I wrote a few weeks ago that adidas was taking a smart risk that wouldn’t really add on in sales, but it would give the brand a voice in the only arena that exists for sneaker marketing, basketball:
adidas Passed on Black History Month for “Change Is a Team Sport” & a Heavy Investment In Dame
Why are adidas and Puma making this push right now?
The easy answer is NBA All-Star Weekend, but I’ve had this discussion before. Sportswear exists as an extension of the brand and their support of athletes. When people make a decision to begin a fitness routine they look to sports and the athletes as measuring sticks. Performance shoes create an opportunity for brands to establish their research and development. Performance footwear like basketball kicks establish that brands aren’t simply throwing a shoe out there and charging what they think they can. Performance footwear allows a brand to demonstrate all of the weapons in their arsenal. Delivering discussion points on how athletes function and how their equipment supports them creates a point of connection between the brand and the potential customer.
The Air Jordan 1 was the best selling shoe in resale for my shop in 2019. I sold a total of 6,290 pair of shoes. The Air Jordan 1 made up 1,647 pair. There is a reason for this and it sits squarely at the intersection of sport and marketing. Michael Jordan hasn’t played basketball in almost 20 years. Nike and Jordan Brand have been able to capitalize on the legacy of greatness Jordan created during his playing time. The marketing placed into establishing Jordan as the greatest player of all time continues to be tied into the biggest advancements in sneaker technology on the performance side of footwear design.
Not to turn this post on adidas and Puma into a discussion on Jordan Brand, but take a moment to look at and listen to the stories created around J.Cole and Dame. J.Cole is dunking the basketball. Puma isn’t simply saying wear these shoes because J.Cole is in contention as one of the greatest emcees ever. They are saying J.Cole dreamed of being a great athlete. His goals in sports contributed to his tenacity as an entertainer. Sport is being sold.
Now listen to the lyrics of King Push as he raps about Dame. Two things are happening here:
- An allusion to Jadakiss and Iverson, or even Public Enemy and Charles Barkley. Hip-Hop and basketball are going to always be tied together.
- Pusha T also tells the story of Dame and how his no-nonsense approach to the game speaks volumes about what’s important, the work.
Basketball is a gateway to the discussion of performance sportswear and how athleticism is an important part of becoming a strong, better person who can accomplish great things. As a brand creates the connection to excellence it carries over to other products. I don’t have to advertise a Puma Future because if I place the attention on the athletes who represent the brand people will feel attached to both the brand and the athlete even if it isn’t by wearing the athletes signature model. If I don’t create the connection and other brands take the time to tell stories they capture the hearts and minds and since they already have the shelf space they capture the dollars as well.