Air Cole

To coincide with J.Cole’s new deal with Puma, the Dreamville rapper and the sportswear brand officially announce their partnership with this short-film.

Soundtracked by Labi Siffre’s 1972 “My Song” and Billy Joel’s 1977 “Vienna”, the clip, which is directed by J.Cole himself, along with Amber Grace Johnson, and Scott Lazer, follows a young boy’s dreams of becoming a basketball player, intertwined with Cole’s hoop dreams.

The clip begins with a young boy getting turned away by players on an outdoor court, but eagerly returns on the empty grounds at night. As home footage of young Jermaine playing ball appears throughout, the story ends with the boy’s encounter of a youth basketball league flyer, and a present day Cole soaring to the rim for a dunk. We’ll be back after these messages.