The start of March, saw Puma launch a year-long campaign called ‘She Moves Us’ which seeks to inspire women worldwide in 2021 and which is fronted by new brand ambassador Dua Lipa.
Fronted by the singer/songwriter, the marketing initiative spans videos, talks and interviews with female ambassadors and is led by a hero spot called ‘Don’t Start Now’ which features Dua Lipa herself and her anthemic ‘Electricity’ track.
As well as the English/Albania musician, the spot features a line-up of empowering female Puma endorsers – including Winnie Harlow, Cara Delevingne, Skylar Diggins-Smith, June Ambrose, Lauren London, Nicole McLaughlin, Bethany C Meyers – posing in new Puma styles from its latest women’s collection.
Our family ❤️ #SheMovesUs pic.twitter.com/4hTTs2M6fY
— PUMA (@PUMA) February 28, 2021
Through the year the campaign will tell the story of how Puma’s female ambassadors were inspired to become who they are today and the creative will also feature the women who helped them, tell stories of how they overcame challenges and how they succeeded in their respective fields.
The inspiring campaign links to Puma’s partnership with Women Win, a global women’s fund which uses sport to advance gender equality.
“Sharing stories of success is all part of changing the narrative, especially in fields like sports and entertainment that have tended to amplify the accomplishments of men,” commented Dua Lipa (who was unveiled as a Puma ambassador in November 2020). “Women are already nailing it across the board and celebrating their achievements is exciting and empowering. It also encourages those rising up to aim for the stars. That’s why I’m so grateful to Puma for including me in their ‘She Moves Us’ campaign. Now let’s show the world what we are capable of!”
Comment:
Following in the footsteps of previous flagship female Puma endorsers from across the culture, entertainment and fashion industries (as well as sport), Dua Lipa joins the likes of Cara Delevingne, Selena Gomez and Bethany C Meyers as the female face of the German sportswear brand.
Commenting on the strategy behind the ambassador deal, Puma said that the pop star and their brand ‘share the same core values of being determined, confident, joyful, and brave; and that ‘Lipa is not only a powerful influence for millions of young women, but she has also been an advocate to raise awareness around women’s issues and gender equality’.
Dua Lipa photographed by Lauren Leekley for a @PUMA feature in @Refinery29! pic.twitter.com/3KXFP6M7sE
— Dua Lipa News² (@dIipanews) February 26, 2021
PUMA also sponsored the singer’s 27 November Studio 2054 virtual performance (at which she wore Puma clothing.
“We are thrilled to welcome Dua to our family,” said Adam Petrick, Puma’s global director of brand and marketing in a press release. “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.”
In 2020 Lipa was the biggest female artist in the world on Spotify and the third biggest artist overall with nearly 60 million monthly listeners. Her latest album’s platinum lead single ‘Don’t Start Now’ was a massive smash with 1 billion streams on Spotify and reached number two on the Billboard Hot 100.
Back in 2018 she made BRIT Award history by becoming the first female artist to pick up five nominations and two wins for British Breakthrough Act and British Female Solo Artist, as well as scooping two Grammy awards for Best New Artist and Best Dance Recording in 2019.
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