By Jake Woolf.
In our recent 10 Essentials with Big Sean, the Detroit-native rapper quietly made a major announcement. After calling out Puma baskets as his new favorite sneakers, he revealed that he had actually inked a deal with Puma to launch a line of Big Sean gear for the sportswear brand. His official title is "Creative Collaborator and Global Brand Ambassador."
For as long as the I Decided. rapper has been in the public eye, Big Sean has been an Adidas guy. A quick Google search shows Sean frequently decked out in Adidas pieces and he even designed shoes for the brand—just like his label mates Pusha T and Kanye West. So it's interesting that the rapper would leave the Brand with Three Stripes behind for their longterm rival (FYI: Adidas and Puma were founded by brothers Adolf "Adi" Dassler and Rudolph Dassler, respectively.), but hardly surprising.
Big Sean is joining Puma's ever-expanding roster of big name collaborators. The brand has been making major moves with some of the most popular (and most followed, of course) tastemakers today, including Kylie Jenner, Rihanna, and most recently The Weeknd in an effort steadily turn the its appeal around from a second-tier athletic gear purveyor to a design-first powerhouse for people of all walks of life.
This announcement is just the latest in the ongoing arms race amongst sportswear brands to scoop up celebrities, fashion designers, and artists for both limited-edition and widely available product, and Sean joining Puma could signal a shift in momentum. (Even if Nike still reigns king and Adidas has the lightning rod of hype that is Kanye West.)
Adam Petrick—Puma's Global Director for Brand Marketing—said in a statement, “We are thrilled to have Big Sean on board. Anyone who's followed him throughout his career will know that his talent goes beyond music." The campaign shows off just a couple pieces from the offering (which is set to debut in the spring of 2018), including a Detroit Tigers-inspired graphic with the Puma logo over it. Until the full collection is revealed, expect to see Sean sporting Puma Classics style like Baskets, Suedes, and Clydes in the streets. But most importantly, now that Big Sean out from underneath the shadow of his peers at Adidas, we're looking forward to seeing just how far his design talent goes.
This story originally appeared on GQ.
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