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PUMA launches first solo campaign with Dua Lipa

Tom Shearsmith
07 April 2021

Global sportswear brand PUMA has released their first solo campaign with global pop star Dua Lipa, who joined the company as a brand ambassador last year.

As the new face of the brand, Lipa will feature in numerous editorial and film campaigns, with this campaign marking her solo debut in PUMA's latest footwear design, Mayze.

In the campaign Lipa is captured in a backstage set up, wearing a layered PUMA T7 track jacket with bikini top, fishnets and the new Mayze sneakers.

The design of the Mayze features a stacked midsole with a split, derby construction, a TPU piece in heel, and a heel tab. While the upper is a combination of the brand’s leather construction from classic models.

From this Spring, Lipa will headline Puma’s She Moves Us project, a female-focused partnership that champions connectivity through sport and culture.

Dua Lipa said in a statement: "I am so excited to announce my partnership with PUMA. From performance rehearsals to hiking in the hills, it's important to feel comfortable & look good. I’ve got so many ideas for the projects and campaigns I’ll be taking part in and look forward to bringing them all to life with my PUMA family.

"The Mayze is the perfect fit, it works for me on stage and off. The classic stacked sole is so versatile, I can work it into any look."

On her announcement as brand ambassador, Adam Petrick, PUMA’s Global Director of Brand and Marketing, added: "We are thrilled to welcome Dua to our family. We were drawn towards her creativity, passion, and drive and the way in which she resonates with the young female consumer. But most importantly, we were moved by her authentic passion to close the gender gap and look forward to supporting her through several brand initiatives we have planned together."

Retailing for £80, the Mayze sneaker will be available to buy from JD Sports, Puma stores and ecommerce from today.

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