Jay-Z
via Daniele Dalledonne / CC-BY-2.0

PUMA is laser-focused on relaunching its basketball category and to help, they’ve tapped Jay-Z for a high-profile role with PUMA Basketball.

According to ESPN, Jay has been officially named Creative Director at PUMA Basketball.

The news follows PUMA signing three major NBA prospects — Deandre Ayton, Marvin Bagley III and Zhaire Smith — to multiyear footwear and apparel endorsement deals. All three are expected to be first-round picks in this year’s Draft and also serve as the brand’s first NBA endorsement deals in two decades. The brand previously signed Vince Carter in 1998 to a 10-year deal, although the contract ended after just two seasons.

As far as Jay-Z, he’s will lead brand creative direction for marketing campaigns, will have a voice on product and will also help to identify which NBA players and entertainers the brand should sign, reports ESPN.