PUMA announced a long-term partnership with British-Nigerian grime MC, rapper and record producer Skepta, who will work with the brand to design products and curate global marketing campaigns.

For Chief Joseph Olaitan Adenuga Jr., better known as Skepta, this is an incredibly hands-on role because his organic talent lies in creating innovations in art.

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The partnership was formed by Skeptas Big Smoke Corporation, an organization created to foster a community of individuals with talent and bring that talent to brands to form unique partnerships.
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Skepta said: “It is an honor to work with such a globally recognized brand that is both rooted in youth and pop culture and understands the importance of partnerships and collaborations like this one. We look forward to working together to develop and create new opportunities for the next generation.”

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Who is the artist that Puma appoints as a brand ambassador? Skepta has been one of the most successful UK rappers on the grime scene for many years, lives in England himself and has Nigerian roots. Grime (English for dirt) is a musical style that was created between 2002 and 2004 in London's Eastend.

He was influenced by electronic music, dancehall, hip-hop and reggaeton. Grime music is characterized by its rough and aggressive style, has a very high recognition value and differs in some respects from the rest of the hip-hop and rap scene.

However, just as in the rap game, it is often about hate against the police, injustices against minorities, money and style. Skepta makes loud and aggressive songs, but also has songs with relaxed and calm melodies.

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In recent years, the British grime scene has grown ever bigger and is now easily competing with American rappers. People like Skepta, but also Knucks and Stormzy have made the music popular and brought it from the streets of England to the charts.

Skepta was born on September 19, 1982 and is actually called Joseph Junior Adenuga.

His great role model was Snoop Dogg and already at the beginning of the 2000s he presented his music on the radio and at MC Battles. He never really had in mind to rap, but hung up as a DJ for his younger brother at the beginning of his career.

In 2005, he founded the music label and collective “Boy Better Know” with this and Wiley, a rapper who is also known as the “Godfather of Grime”.

However, the big breakthrough did not materialize for now. When he moved to the “All around the World” label in 2010, the first big hits followed and this enormous success continues to this day.

Songs like “Show Out,” “It Ain't Safe,”

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“Energy,” “That's Not Me,” and

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In particular, the mega hit track “Praise The Lord (Da Shine)” with A$AP Rocky has made Skepta an OG of the grime scene.

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The most successful of his 5 albums to date is “Ignorance is Bliss” from 2019.

The rapper has received several awards and is also active far beyond the music industry. He is considered an important influence on popular culture in Great Britain and was even named one of the most influential people in England by Debrett's in 2017.

For this reason, the artist has already collaborated with major brands outside the music industry. For example, several times with Havana Club, Nike and now also with Puma. He embodies a cool and casual lifestyle paired with great musical talent.

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Photos via Puma