Puma teamed up with two of its top female brand ambassadors—Grammy-winning singer Dua Lipa and past America’s Next Top Model contestant Winnie Harlow—for a pair of drops last week.
The German sportswear company tapped Lipa to wear its new Mayze sneaker for the brand’s first solo campaign with the “Don’t Start Now” singer. “Made for those who embrace the spotlight,” Puma said, the shoe features a stacked midsole with a split, derby construction and a TPU piece in the heel.
“The Mayze is the perfect fit, it works for me on stage and off,” Lipa said in a statement. “The classic stacked sole is so versatile, I can work it into any look.”
Harlow, meanwhile, led the campaign for Puma’s Ocean Queen collection. The sea-inspired line features a broad range of footwear styles—each one sporting the same beachy color palette of bright aquamarine, yellow and soft pink. Popular women’s styles featured in the collection include the Cruise Rider, Oslo Femme, RS-Curve, RS-X and Hedra.
The Ocean Queen range’s apparel selection offers unitards, shorts, a mesh tank and a dress.
Both the Ocean Queen collection and the Mayze sneaker are part of Puma’s She Moves Us platform highlighting the brand’s top female brand ambassadors. The initiative, launched last month, also includes model and actress Cara Delevingne, WNBA player Skylar Diggins-Smith, golfer Lexi Thompson, footballer Nikita Parris and high jumper Yaroslava Mahuchikh.
The Ocean Queen collection and Mayze sneaker dropped Wednesday on Puma’s website and at Puma stores and select retailers.
Puma embraces ‘futro’ design
Puma also added a progressive new design to its popular Rider franchise last week. The Wild Rider, “inspired by the movement and motion of city life,” dropped Saturday.
Taking archive inspiration from the Easy Rider II OG, the design is a “collage of past and future melted together,” Puma said. Manifestations of this “futro” aesthetic include the debossed concave holes on the midsole, a rubber midsole wrap with embossed studs and a backward-jutting heel.
The Wild Rider features a nylon upper with suede and premium leather overlays, TPU details on the eyelet and heel, a terry towel lining, deco stitching on the upper and the signature Rider foam.