PUMA Just Got Certified by Big Smoke


Skepta’s whirlwind year shows no signs of slowing down as the star continues to make power moves. With a distinct through-line across fashion, music, art, and business, it would appear that Skep is following the likes of Pharrell and Childish Gambino in boasting the attributes of a true renaissance man.

For a quick refresher on Big Chief Skeppy’s year so far: he produced ASAP Rocky’s single D.M.B (in which Rihanna features heavily in the video), he shelled down The Governors Ball Music Festival and Rolling Loud Portugal, made he return to DJing at Ibiza’s iconic CircoLoco night at DC-10 in honor of Virgil Abloh, made his Sotheby’s debut as a painter with “Mama Went to Market,” and now, partners with PUMA.

Taking to Instagram, Skepta wrote “cheers to creative control” in a post announcing the newly fledged partnership between his company Big Smoke Corp and the global sportswear powerhouse PUMA.

In the image (in which he sports a PUMA x Palomo polo shirt), Skepta is seen alongside PUMA CEO Björn Gulden, who wears a Big Smoke Corp logo t-shirt – the same logo which features on Skep and co’s iced-out chains.

While the details of this partnership remain a mystery, for the time being, PUMA likely recognized Skepta’s selling potential thanks to his work with Nike. The products speak for themselves: Air Max 97, Air Max BW, Tailwind V, Air Max Deluxe, and Shox TL, all under the Sk Air brand.

While it’s unlikely we’ll be getting any new bars from Skepta this year, we may be witnessing the first rumblings of new shoes and garms – what more could you want?

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