J Cole has joined forces with PUMA, co-directing a short film and TV ad promoting the release of the Sky Dreamer trainer, kicking off a multi-year partnership with the German sportswear brand.

Adam Petrick, Global Director of Brand & Marketing at PUMA, said 'Cole’s involved in product creation, marketing campaigns and cultural guidance. He is going to be a key player in many of the things we do at PUMA moving forward and we’re excited to work with him not only on a product level but even more importantly as one of our athletes'.