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.