Puma signs Yo Gotti as new ambassador
Puma has signed hip hop star and record label executive Yo Gotti as its newest brand ambassador. Yo Gotti will help Puma tell the stories of style and culture through the connection between music and sport.
Yo Gotti will work with Puma on several programs and product collaborations. Allison Giorgio, Vice President of Marketing for Puma North America called him a perfect match for the brand saying, "He is confident and isn't afraid to take risks."
Yo Gotti emerged onto the hip hop scene from his native Memphis, TN. He rose to fame by making mixtapes using different styles of hip hop. His single "Rake It Up" hit the Billboard Hot 100 top 10. In addition to his new Puma collaboration, he is releasing an upcoming LP this fall. Yo Gotti is also the CEO of the Collective Music Group record label.
Sports marketing and music have been growing ever closer. Musician and producer Pharrell Williams helped Adidas launch a new performance tennis collection in August. DJ and producer Steve Aoki recently signed on with Asics to help the footwear brand tell a story of music and movement.
Puma itself is no stranger to using artists for its marketing: Yo Gotti is the fourth Roc Nation artist to join Puma. Rihanna has produced the largest collaboration so far with her Fenty collection. Roc Nation's Big Sean and Emory Jones have also partnered with Puma. The brands announced that they expect to continue expanding their partnership in the future.
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