Even from a worldwide tour, JAY-Z is keeping busy. The Roc Nation CEO has been tapped as the sportswear company’s new basketball creative director. “We’ve been working with Roc Nation for quite some time. They’ve been great partners to us for several years. We’ve done many different deals with many different ambassadors,” Adam Petrick, Puma’s global director of brand and marketing, told Complex in an exclusive interview. When Puma approached him about this opportunity, JAY-Z felt it “was something he wanted to be a part of,” according to Petrick.

The Peabody winner will have a hand in the players selected to join Puma’s newly relaunched basketball division, as well as assist in the art design and overall concept and direction of the brand. We reported in May that Jay would expand Roc Nation’s imprint into TV & Film.

“What’s important to him on a day like today is that it’s clear we’re making a serious push with players like Bagley and Ayton and Smith. We’re making a serious statement about the entry of the category, that we want to be a performance brand, but then also very culturally focused. It’s clear that we’re looking at basketball through the lens of culture, and thinking about the fashion of basketball, the music of basketball, all the aspects of culture around basketball as much as the on court presence that we will have,” Petrick added. Congrats to Jay on his latest move, one half of the The Carters just released his new album with Beyoncé ‘Everything Is Love’.