*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).
The NBA’s 78th season starts Tuesday, with a ring ceremony in Denver — the traditional celebration of the reigning champions — highlighting the opening-night celebration. The Nuggets beat Miami last June to become the league’s fifth different champion in the last five years, a run of parity the likes of which the league hasn’t seen in more than 40 years.
The Las Vegas Aces became the first team in 21 years to win back-to-back WNBA championships, getting 24 points and 16 rebounds from A’ja Wilson and a defensive stop in the closing seconds to beat the New York Liberty 70-69 in Game 4 of the Finals.
American officials expressed disappointment Monday after learning that bobsled, skeleton and luge events will not be held in Italy during the 2026 Milan-Cortina Olympics, a move that means athletes from those sports will likely be competing in either Austria or Switzerland during the games.
