The sports apparel giant announced on Thursday Feb. 13 that rapper J. Cole would be their newest PUMA ambassador.

Adam Petrick, Puma’s global director of brand and marketing, says that the partnership with Cole is “deep-rooted” given the North Carolina–raised rapper’s connection to basketball, fashion, and music culture, he said.

Puma’s partnership with Cole comes as the company’s latest basketball sneaker, The Sky Dreamer, is set to release. The shoe is a relaunch of the original Sky LX from the 1980s.

It’s no wonder that people are rushing to the store in order to grab a pair while stocks last – they’re a very attractive pair of sneakers after all. They’d be fantastic to pair with other items of sports apparel such as the pants from Ryderwear, of which you can view different options online.

The model will not only be worn by Cole but also by some of Puma’s athletes. The shoe, released today, retails for $130. The Sky Dreamer will be followed by Cole’s own Dreamer footwear and apparel line, which will be released later in 2020. 

Photo Credit: Issac Baldizon / Getty Images Contributor