The German footwear retailer confirmed rumors this week that the reality TV star had indeed signed with the brand, reportedly for a seven-figure sum. Jenner will star in Puma’s upcoming Spring/Summer women’s training campaign, set to launch in April.
“Kylie represents a fresh and exciting new era for fashion and we couldn’t think of a more fitting and influential female to headline this campaign for Puma,” said Puma global marketing director Adam Petrick in a statement.
The signing of Jenner is yet another indication that Puma is aggressively courting female consumers. During its quarterly earnings report, the shoe-maker credited pop superstar Rihanna with single-handedly helping to draw more women to the brand.