Puma has chosen global pop star Dua Lipa as a new brand ambassador, representing its womenswear.  

According to the company, the two-time Grammy-winning artist was chosen due to her powerful influence among young women and her activities in raising awareness around women’s issues and gender equality.

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

“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.”

As the face of Puma’s womenswear, Lipa will featured the brand’s ‘She Moves Us’ campaign, focusing on inspiring and connecting women through sport and culture.

“I’ve got so many ideas for the projects and campaigns,” said Lipa. “I’ll be taking part in and look forward to bringing them all to life with my Puma family.”

As part of their multi-year partnership, Puma has sponsored her virtual concert experience Studio 2054.