Although J. Cole deflated his own hoop dreams by choosing to follow the path blazed by JAY-Z and Roc Nation, his artistic presentation has almost always revolved around the game of basketball.
On Monday (July 27), the revered MC made good on the preview from the 2020 NBA All-Star Game and officially lifted the curtain on the design of the RS-Dreamer — his first basketball sneaker.
“When said out loud, all the best dreams sound crazy,” Cole said in a press release. “Dreamer was created with the belief that, still, we must follow ours, no matter how unachievable they may seem to others.”
According to PUMA, Cole was involved from everything to the “initial inspiration to the final design” (ensuring the J. Cole “DREAMER” logo was present) and will mark the first of several signature styles from the partnership. In June 2018, JAY-Z was appointed as Creative Directive of PUMA and both Roc rappers are striving to make sure Hip Hop is represented on and off the court.
“Over the years, basketball shoes have progressed greatly in their level of technology and comfort but have strayed too far away from designs stylish enough for cultural relevancy,” Cole continued, as he noted the capabilities of PUMA’s running system “RS foam” and other technology. “The Dreamer hopes to change that reality. The highest level of on-court performance meets the highest level of aesthetic design for daily wear. Once again, you can hoop in the same shoes you wore outside.”
The RS-Dreamer will be available starting this Friday (July 31) exclusively through the Foot Looker Inc. Family of Brands (Foot Locker, Kids Foot Locker, Champs, Footaction and Eastbay). RS-Dreamer retail for $125. See below for more photos.