*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).
A men’s World Cup super-G was called off Sunday due to strong wind as weather led to the cancellation of all three ski races over the weekend in Beaver Creek, Colorado.
Double-amputee Olympic runner Oscar Pistorius was granted parole Friday, 10 years after shooting his girlfriend through a toilet door at his home in South Africa in a killing that jolted the world.
Sotheby's is set to auction off six shirts worn by Lionel Messi during Argentina's winning run at last year's soccer World Cup in Qatar and thinks they could become the most valuable collection of sports memorabilia ever sold at potentially more than $10 million.
