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Skepta, Big Smoke Corporation Sign Deal with PUMA

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Skepta has confirmed on Instagram that he is now part of team PUMA via his Big Smoke Corporation venture. Pictured with PUMA CEO Björn Gulden, who’s wearing a BSC t-shirt, and, conversely, a PUMA polo on Skepta, the partnership will likely be lucrative for both parties.

The post opens with the caption ‘Cheers to creative control’, implying that Skepta and his peers will enjoy greater freedom in executing their new project. Some online commentary also interprets this as his previous partnership with Nike not allowing him the full unrestricted opportunity to create his vision of sneakers and sportswear.

The British rapper has expanded his creative repertoire in recent years, showcasing deft skill in art, music production and other enterprises. Details on this new PUMA deal are sparse, but the Big Cat brand will likely be banking on replicating the same sell-out success Skepta had with the Swoosh.

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