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Pop Star Dua Lipa Will Be the Face of Puma’s Women’s Business Unit

By Gary Symons, TLL Editor in Chief

Puma announced this week it has signed Dua Lipa as a brand ambassador, adding to the already robust roster of stars affiliated with the German sportswear giant.

Just this year Puma also signed UFC champion Israel Adesanya, soccer star Neymar Jr., and just last month added fast-rising NBA rookie LaMelo Ball.

The German sportswear giant announced Nov. 17 that it has signed a multiyear deal with the singer-songwriter, who will be the face of its women’s business. Aside from boosting the profile of Puma’s women’s business unit, Lipa will work to “help inspire women around the world” through global campaigns and “important inclusive initiatives close to her heart,” the company says.

For her part, Lipa says she’s looking forward to taking a creative part in the upcoming Puma campaigns. “From performance rehearsals to hiking in the hills, it’s important to feel comfortable & look good,” Lipa said. “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.”

Puma also revealed Lipa will star in its “She Moves Us” campaign, which was created to inspire women to achieve and connect through sport and culture.

“We were drawn towards her creativity, passion, drive and the way in which she resonates with the young female consumer,” said Puma global director of brand and marketing Adam Petrick.

“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 says it will launch the partnership by becoming the presenting sponsor of Lipa’s “Studio 2054” virtual performance, which will feature the singer and her dancers dressed in Puma fashion. The company is also offering a limited amount of tickets for the performance at a discount to her fans.

Dua Lipa is a British singer-songwriter who originally worked as a model until she signed with Warner Music Group in 2015, and released her first album in 2017. The release reached number three on the UK Albums Chart and produced an astounding nine single hits, including “New Rules”, which hit number one in the UK and number six in the US.

Since then Lipa has moved from strength to strength, releasing a series of chart topping hits and winning two Grammy Awards, three Brit Awards, and two MTV Europe Music Awards.

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