*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).
Flag football took a key step toward becoming an Olympic sport in 2028, a victory for the NFL and organizers in Los Angeles who want to bring a distinctly American sport to the Summer Games as they return to the United States for the first time in 32 years.
AT&T and Gallaudet University have developed a football helmet for players who are deaf or hard of hearing and communicate using American Sign Language.
Former Northwestern University football coach Pat Fitzgerald is suing the school for $130 million, saying his alma mater wrongfully fired him in the wake of a hazing and abuse scandal that has engulfed the athletic department.
FIFA announced that Spain, Portugal and Morroco will host the 2030 World Cup while some games will be played in South America to mark 100 years since the first World Cup was played in Uruguay.
