*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](https://cheddar.com/videos/pumas-full-court-press-on-nike-and-adidas).
The 2018 Winter Olympics have officially begun. Here are the Olympians to keep an eye on.
The 2018 Winter Olympics are officially underway after the opening ceremony Friday. The big story so far for the American team: the controversy over the flag bearer.
Tanya Ghahremani, associate lifestyle editor for Bustle, takes a look at just how much money skaters and their families shell out in pursuit of an almost impossible dream. The Winter Olympics are now underway in PyeongChang, South Korea.
Cheddar is dedicating the day to celebrating women, and we're calling it "Chedher"! We have special co-hosts and interviews from women in sports, tech, business, politics and more.
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U.S. Women's Soccer has been plagued by inequities in how athletes are paid compared to their male counterparts. Hope Solo discusses why the disparity exists and what she's doing to change it.
Between Bells: Cheddar turns into #chedHER, with 100% women anchors and guests. We highlight women in business, tech, entertainment, politics, and sports. With Cosmopolitan, EMILY's List, Lea DeLaria, MoveOn.org, THINX, and more!
Team USA is sending 109 women to represent the United States at the Winter Olympics. SELF's Amy Eisinger joins Cheddar to discuss some of the most inspiring athletes to watch during the games.
Radios may be a relic of the past, but audio technology is anything but outdated. In this week's Volvo Tech Drive the Founder and CEO of Aaptiv explains how his company is using audio to change the way the world works out.
On Between Bells: Government shutdown showdown, technology addiction, and big changes at New York Fashion Week. With Esquire, PCMag, Chat Sports, YourTango, and more.
