Puma Southeast Asia has introduced ‘We Are #MayuGirls’, its latest campaign promoting the authenticity and diversity of everyday women.
Through the campaign, Puma will portray everyday women from all walks of life, who embody the ‘Mayu Girl attitude’ – described as confident, inspiring, and passionate. Those women can be anyone, from content creators and style icons to cosplayers, boxers, and bikers.
Puma believes these stories will then inspire other women to rise, own passion in their personal and professional journey, and be an inspiration to those around them.
“The ‘We Are #MayuGirls’ campaign does not just celebrate the crowning achievements of individual women, but also changes the narrative through collective inspiration,” said Eleanor Wang, head of marketing at Puma Southeast Asia.
“We also want other women to know that no matter the background or profession, anyone can be a Mayu Girl too, with the right attitude.”
The campaign is introduced alongside a new colourway for the reimagined Suede Mayu shoe design modelled by Dua Lipa earlier this year.
Puma friends and ambassadors such as Sonia Chew and Tay Ying will also feature in the campaign. Puma Singapore’s list of Mayu Girls includes actress Chen Yixin, DJ & music producer Farah Farz, motorbike Joanne, gamer and content creator Cheryl Allison, and retail store manager Vivi.
“Working in the retail industry, many hurtful stereotypes continue to persist about who we are,” said Vivi. “Nonetheless, I chose to do what I love and will not let anything hold me back.”
“This is why I resonate with the Mayu Girl spirit – that no matter who we are, it is our attitude and ownership over our own lives that allows us to become the best versions of ourselves.”