Puma Confirms Partnership With Jay Z For Upcoming 4:44 Tour: Exclusive

Kevin Mazur/Getty Images for Live Nation 
Jay Z performs onstage during the Puff Daddy and The Family Bad Boy Reunion Tour presented by Ciroc Vodka And Live Nation at Barclays Center on May 20, 2016 in New York City.

Jay Z and Puma are officially working together for the rapper's upcoming projects, including his recently announced 4:44 tour, a Puma source confirms to Billboard.

The speculation started when Live Nation tweeted out an image July 9 of Jay's now infamous orange 4:44 logo below a large barcode and next to a small cluster of symbols, including the American flag, Canadian flag, Puma and, of course, Tidal x Sprint. 

"We can confirm that PUMA is working with Jay-Z on his upcoming tour and other collaborative projects," a rep told Billboard in an email. "More details will be shared at the appropriate time."

This is not the first Roc Nation artist Puma has partnered with. Rihanna, who now is famous for her award-winning Fenty Puma Creepers, began collaborating with the sneaker company only a mere two years ago. Since then, she's grown her Fenty brand into a full fledged industry, showing her sportswear-inspired ready-to-wear Fenty Puma collections at Paris Fashion Week, selling at top-tier retailers such as Saks, Bergdorf Goodman in New York and Fred Segal in L.A. In addition to Rih, Puma has created exclusive collections Big Sean, a Roc Nation artist, and Emory Jones, one of RN's legendary execs. 


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