On the heels of the release of Everything Is Love, Puma has announced Jay- Z will become the brand’s new creative consultant.

The popular shoe company is making its way back into the basketball shoe conversation by introducing a slew of big-time signees and giving legendary NBA player Walt Clyde Frazier a lifetime deal. Puma and Frazier have a long history. He was their first significant endorser in the 1970s. 

For Hov, the earliest news pegged him as a "president of basketball operations" who would have had the power to pick players for Puma's basketball division. But the brand has decided the creative consultant role would be most fitting for him.

"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.

Puma is pursuing young players to add to their other endorsers like Big Sean and Rihanna. Hov was expected to have a hands-on approach to his role as president, but it isn't clear what he will do as a consultant.  

"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," Petrick added.

"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."

These last few days have been huge for Hov: He is still on tour with Queen Bey; he has the top album out; and now, he is entering the shoe business.

Beyoncé and Jay-ZPuma