The model-turned-actress is the activewear brand’s newest female ambassador. See the pics below…
In today’s ultra-competitive activewear market, it’s more important than ever that a brand enlist the abdominals of big-name celebrities to help sell its goods. Under Armour’s women’s division has Gisele Bündchen and Misty Copeland, and Nike has Serena Williams and Simone Biles. Then there’s Puma, which already counts its partnerships with Rihanna and Kylie Jenner as major cash cows. But the German athletic company is adding another famous face — or eyebrows, specifically — to the mix.
On Monday, Puma announced that Cara Delevingne is the new face of its “Do You” women’s campaign, which “aims to inspire confidence in women everywhere.” With her general DGAF attitude and close friendship with the brand’s creative director (Rihanna), Delevingne is a pretty perfect match for the brand. Plus, she’s become notably ripped ahead of her upcoming sci-fi action film, “Valerian and the City of a Thousand Planets.” Delevingne said:
“TO ‘DO YOU’ IS TO TAKE OWNERSHIP OF YOURSELF AND FINDING THE POWER WITHIN THAT OWNERSHIP — IT’S A VERY POWERFUL STATEMENT. IT’S ABOUT ACCEPTING WHO YOU ARE, NO MATTER YOUR FAULTS. ‘DO YOU’ IS ABOUT FINDING YOUR TRUTH AND STICKING TO IT. I THINK IT’S SO SPECIAL BECAUSE IT MEANS SOMETHING DIFFERENT FOR EVERYONE. IT SPECIFICALLY ENCOURAGES PEOPLE TO BE THEMSELVES.”
Rihanna — whose debut Fenty Puma ready-to-wear collection dropped Sept. 6 — served as the advertisements’s creative director. In fact, Puma said that Delevingne’s campaign as a whole was inspired by RiRi, “who once said ‘I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.'” Clearly, Puma has no issue tapping into Rihanna’s marketing magic for every facet of the brand; it’s produced real sales gains thus far.
Puma’s “Do You” campaign launches this month, with multiple categories — from its Running & Training to Sportstyle collections — dropping through December. Delevingne will also be featured in outdoor ads, at Puma stores and on Puma.com.
