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Puma signs partnership with singer Dua Lipa

Tom Shearsmith
17 November 2020

Global sportwear retailer Puma announced today that it has signed a partnership with British singer Dua Lipa, joining the company as a brand ambassador.

As the new face of the brand, Lipa will feature in numerous editorial and film campaigns.

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

The partnership was announced on Lipa's instagram, shortly before Puma confirmed the news.

To kickstart the two collaborating, Puma will serve as the key sponsors of the music star’s Studio 2054 project, set to livestream to paid customers on 27 November. The virtual performances will also see both she and her dancers wearing PUMA.

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.

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."

"We think she embodies what today’s consumer is looking for in a role model."

Puma previously announced the signing of African superstar artist Wizkid (Ayodeji Ibrahim Balogun) as the new PUMA x JD Ambassador.

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