Roc Nation’s Emory Jones Partners with PUMA on Bet on Yourself Apparel

Lifestyle specialist Emory “Vegas” Jones and streetwear connoisseur Kareem “Biggs” Burke have come together again for another collaboration.

Partnering with footwear and apparel brand, Puma, the duo premiere the PUMA x EMORY JONES collection.

Emory Jones is the creator and founder of Roc Nation apparel and has been mentioned throughout Jay Z’s rhymes over the years. With fresh executions of classic PUMA silhouettes, the collaboration takes inspiration from Jones’ achievements, his resilience, and his determination to continue moving forward against all odds.

“Where I grew up, there was a sense of urgency instilled in us from birth. If we didn’t make it big and make it fast we wouldn’t be anything. Therefore gambling was always seen as [a] quick route to success but nobody ever told us that the only betting we should ever do is on ourselves. If you don’t set goals for yourself, other people will always run your life. Eventually, I accepted that greatness was a process and I would stay on that course no matter what hand I was dealt. Bet on yourself,” says Jones.

The “Bet On Yourself” pack is inspired by Jones’ ability to hustle and persevere despite the ridiculous odds, explaining the Vegas-style motif. Featuring the PUMA Star and PUMA Dual silhouettes, the sneakers are accompanied by a tracksuit, with similar color blocking of a dominant navy color, alongside red accents.

Check out the promo video and some of the looks from the line below.