Edwards, the founder and public face of online urban music platform SB.TV, will front a campaign for its Suede range of trainers.
Activity is in partnership with JD Sports and will run in-store, in magazines and online.
Roger Harrison, Puma’s UK marketing director, says: “Puma thrives on creativity and entrepreneurship, and Jamal has both in abundance which makes our relationship with him both exciting and inspiring. I can’t wait to see how the partnership will grow during this year and beyond.”
A version Puma’s Suede shoe was first launched in 1968 and was adopted by early hip-hop stars and fans in the 1970s and British football fans in the 1980s.
Edwards joins rap star Professor Green in Puma’s stable of non-sports star ambassadors.