Partnership:

Def Jam Recordings and PUMA

Description:

Universal Music Group and Brands partnered with PUMA to promote the 35th anniversary of DEF JAM RECORDINGS.

The partnership consisted of a the two companies collaborating to release a version of Puma's Clyde Court basketball shoe that incorporated Def Jam branding. The Def Jam x Puma Clyde Court maintained PUMA's basketball silhouette while also showcasing Def Jam's logo on the back heel. The logo was embroidered and called back to the original 1984 design, the label's founding year.

The Def Jam x Puma Clyde Court had a pre-launch with limited quantities at ComplexCon in Chicago but was then made available in wide release in-stores and on Puma's website beginning August 28, 2019.

Partnership Opportunity:
Def Jam Recordings/Music
Company:
Universal Music Group And Brands
Partner/Category:
PUMA /Sporting Goods
Timing:
August 3rd Quarter 2019
Target:
Male
Female
Teens
Adults
Promotional Elements:
Licensed Product
Branded Content
Collectible
In-Store / Retail
On Pack
Media Elements:
Mobile
Online
Signage
Social Media
Other
Created On:
2020-11-30
Last Modified on:
2019-08-13
Tuck

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