Puma is doing big things with their brand, increasing the number of women representing the label. The “Do You” campaign by Puma “aims to inspire confidence in women everywhere.” This particular label offers women’s activewear, which is a very popular category with a lot of competition. With Rihanna as the women’s creative director it is no surprise that she directed Cara Delevingne in the new Puma campaign. As the ambassador for the activewear brand it is no surprise that Cara Delevingne was noticeably toned in the images released. The activewear brand for women is encouraging and attractive doing more than just looking cute.
Cara can be seen in activewear from different categories of the fashion line including gear for runners and those in training on the streets and chilling throughout the city, as well as photos taken in a studio. With the campaign launching later this month, a few images were shared via Instagram and they are well over one and a quarter million views – within a less than two days time. People are excited about this activewear line and happy for Cara Delevingne to be the face of “Do You” for women.
Cara said in a press release: “To ‘DO YOU’ is to take ownership of yourself and finding the power within that ownership —it’s a very powerful statement. It’s about accepting who you are, no matter your faults. ’DO YOU’ is about finding your truth and sticking to it. I think it’s so special because it means something different to everyone. It specifically encourages people to be themselves.”
With a message like that, it is no wonder they are choosing talented women who are more than faces in Rihanna and Cara. Puma is creating a brand that’s about strength and confidence and it is a great message that goes well with the intriguing designs of the clothes.
Puma is working hard to be seen as a recognizable and respected fashion brand, amassing cred with its very careful rebranding and strong female ambassadors. A few of the other ambassadors will be Mimi Staker and Olivia Boisson of the New York City Ballet. Puma has teamed up with the New York City Ballet and is now the official offstage outfitter for the ballet company.
They are confirming that they have signed many more ambassadors as well, but right now the spotlight is on Rihanna with her upcoming Paris runway show, and Cara with PUMA “Do You” for women. The full campaign has been confirmed to have a cross category range of products that will be dropping from later in September through December from the Running and Training as well as the Sport Style collections. You can shop for the pieces Cara is sporting at Puma.com!
Photos courtesy of Puma