“He will work with Puma to bring a new vision to its men’s business, sharing his deep knowledge of culture, music, art, and style. He will be an active voice and figure in Puma’s progressive space, from design to campaigns and everything in between”.
 
Struck through Skepta’s Big Smoke Corporation (his organisation created to foster and ignite a community of individuals with talents and bring those talents to brands, forming unique partnerships), Skepta said: “Together with Puma we can put our spin and create a new way of thinking about fashion and style.” 
 
Puma’s CEO Bjoern Gulden added: “We are excited to start this journey with him where he will play a multifaceted role, bringing to life his knowledge and vision, helping us revolutionise our progressive space.”