Big Sean joins Puma as Creative Collaborator and Global Ambassador
Puma has brought in musician Big Sean to join the brand as a brand ambassador and creative collaborator.
Adam Petrick, the Global Director of Brand Marketing for the brand, told the press in a statement, “We’ve already kicked off the design process with Sean and we’re glad to see a fusion of his unique style and Puma’s sports heritage coming through. His passion for creativity and individuality is very strong. “
Big Sean’s role will begin immediately and will see the musician appear in various campaigns for the brand. As part of the collaboration, Big Sean will also design an apparel and footwear collection for the athletics brand, set to release in Spring of 2018.
Big Sean is one of many musicians tapped by Puma for collaborative efforts. Rihanna, The Weeknd, and Young Thug are also ambassadors and collaborators with the brand.
Puma's use of celebrity collaborations has proved fruitful for the brand. Puma just outperformed Under Armour in share performance, which is now lagging behind in part because of its over dependence on performance wear. While Puma's lifestyle and athleisure forays have powered much of its recent growth, it still has strong roots in performance footwear, with Usain Bolt winning an Olympic Gold metal last summer wearing Puma spikes.
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