Dua Lipa was announced as Puma’s brand ambassador back in November, and on Monday, the company unveiled a new campaign titled She Moves Us in which the Grammy-winning singer is starring alongside other empowering women such as Winnie Harlow, Lauren London, Cara Delevingne, fitness entrepreneur Bethany C. Meyers and PUMA-sponsored athletes like golfer Lexi Thompson and WNBA star Skylar Diggins-Smith.
The new anthemic video is supported by Dua’s collaboration with Silk City “Electricity” and aims to inspire women worldwide through the athletic brand’s partnership with Women Win, a global women’s fund which uses sport to advance gender equality.
‘She Moves Us’ will be the brand’s theme for the year that will lead to talks, videos and interviews with its female ambassadors, going through their stories, the women who supported them, how they overcame challenges and how they succeeded in their respective fields.
Dua Lipa said in a press statement, “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”.
A week before the International Women’s Day (March 8), the effort also kicks off the Women’s History Month which aims to highlights the contributions of women to events in history and contemporary society.
Puma stated that this campaign will “celebrate the women who have moved culture and sports forward and to inspire other women around the world, guided by the theme ‘She Moves Us'”.
Check out the ‘She Moves Us’ collection below:
#Peace.Love.Puma
