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.
— Live Nation (@LiveNation) July 9, 2017
“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.