*By Michael Teich*
Puma’s integration of music and fashion could be the key to the resurgence of its basketball division, said former ESPN host Bram Weinstein in an interview with Cheddar.
“It’s the one sport that really has a symbiotic relationship with pop culture.”
The athletic brand has inked deals with projected number one overall pick Deandre Ayton, in addition to standout players Marvin Bagley III and Zhaire Smith, but the addition of music mogul JAY-Z might be what gives Puma an edge over rival Nike. Weinstein said that if Nike does not transition from marketing that focuses solely on fitness, it could be a “miss” for them.
“This is a lifestyle thing. This is not necessarily about who’s scoring the most points,” Weinstein said.
Despite signing three of the last number one overall picks in the NBA Draft, Nike has yet to announce a new deal with a prospect from the 2018 draft, which takes place on June 21. Adidas has signed deals with Trae Young and Lonnie Walker IV. Puma has not had a deal with an NBA player since Vince Carter in 1998.
For the full interview, [click here](https://cheddar.com/videos/pumas-full-court-press-on-nike-and-adidas).
Bronny James, son of NBA superstar LeBron James, was hospitalized after going into cardiac arrest while participating in a practice at Southern California on Monday, a family spokesman said Tuesday.
The hazing scandal at Northwestern University has widened to include a volleyball player who on Monday became the first female athlete to sue the university over allegations she was retaliated against for reporting mistreatment and a new lawsuit by former Northwestern quarterback Lloyd Yates.
Buffalo Bills running back Nyheim Hines will miss the season after he sustained a knee injury when he was struck by a jet ski, a person with knowledge of the situation told The Associated Press on Monday.
A new documentary on Stephen Curry provides an inside look at how the basketball legend was shaped by his upbringing. Curry spoke with Cheddar News about the new film.
Danish rider Jonas Vingegaard has won the Tour de France for a second straight year as cycling’s most storied race finished on the famed Champs-Élysées.
About twice as many people in the U.S. watched the women's soccer team in the first round of the World Cup compared to the first round of 2017's tournament.
