Puma has debuted a new women’s ad campaign focusing on self-confidence and empowerment with model Cara Delevigne, the brand’s newest ambassador.
Focusing on female strength, Puma’s ‘Do You’ campaign will emphasize boldness and expression through female bodies in their outdoor advertisements. “To ‘Do You’ is to take ownership of yourself and finding the power within that ownership—it’s a very powerful statement,” said Delevigne.
Other women featured in the campaign include Mimi Staker and Olivia Boisson of the New York City Ballet, Alexandra Wester and Tatjana Pinto of Germany’s track and field teams, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable.
The inspiration for the campaign comes from fellow Puma ambassador Rihanna, who helped with the creative direction on the ‘Do You’ campaign, “I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.”
Starting this month, Puma will release a cross-category product assortment each month through December, featuring items from Puma’s running and training and Sportstyle collections.