Puma is counting on music, basketball, and gaming to reconnect with young consumers.

Puma is counting on music, basketball, and gaming to reconnect with young consumers. Last year, the brand partnered with Jay-Z, explaining that “basketball is the sport that most merges the worlds of culture, hip hop, art and fashion.” Now, the list of celebrities backing the brand includes Selena Gomez, Rihanna, and Meek Mill, and sales are increasing. To appeal to even more Gen Z and Millennials, they recently signed a deal with esports brand Cloud 9 to create gear for gamers and fans. Their approach seems to be working: YPulse data shows that Puma made the list of coolest clothing brands according to young consumers. (CNBC)