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PUMA’s ascension to top 5 brand recognition got another jolt as it announces an upcoming collaboration with “lifestyle specialist Emory “Vegas” Jones and Roc-A-Fella co-founder Kareem “Biggs” Burke.

For Vegas Jones the new line which has been dubbed the “Bet On Yourself” collection was inspired by his own personal upbringing and the lesson he’s learned from his own grind.

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 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.

You might find the name Emory Jones familiar since he’s one of Jay Z’s day ones (see “Do U Wanna Ride” from Kingdom Come) and hustling buddies who did time for drug trafficking.

Now on the straight narrow, Vegas is clearly making legit deals happen, as is Biggs.

Check out the images of some of the pieces included in the collection and let us know if you’ll be checking for these when they drop.

Photo: PUMA

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