German sportswear label Puma has signed on singer/actress/producer Selena Gomez as a long-term partner.

She will work on product creation and marketing campaigns, making her debut in the brand’s upcoming women’s footwear campaign Phenom.

“Puma has changed the game when it comes to the mash-up of athletic wear and fashion,” says Gomez. “It’s amazing to see this influence on style and culture, and I’m excited to be a part of it.”

Her role will especially address Puma’s women’s business, and Gomez says there are already some “really cool projects” in the works.

Puma says it is a “great match” as the artist’s values align with those of the company.

“Selena is authentic, creative, talented and fearlessly real. She is everything that today’s female consumer is looking for in a role model,” says Puma global director for brand and marketing Adam Petrick.

“With her honesty and openness about living with lupus, she has provided an incredible example of confidence, poise and determination.

“Selena is a perfect partner for Puma because she is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what Puma is all about.”

Gomez’s collaboration with Puma comes one month after the label launched a collection of sneakers designed together with her singer/songwriter/producer boyfriend The Weeknd (Abel Tesfaye).

Media reports say Gomez is receiving US$30 million for her role with Puma.