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Dua Lipa is officially the newest brand ambassador for Puma. The global athletic company took to Instagram on Nov. 17 to share a photo of the English superstar with the caption, “You know we’ve struggled to keep this one a secret. Welcome to the #PUMAFam.”
“From performance rehearsals to hiking in the hills, it’s important to feel comfortable and look good,” Lipa said in a press release. “I’ve got so many ideas for the projects and campaigns I’ll be taking part in, and look forward to bringing them all to life with my Puma family.”
Along with fronting the brand’s campaigns, Lipa will also be the headliner of Puma’s “She Moves Us” initiative, which spotlights inspiring women who move together to achieve and connect through sport and culture.
“We were drawn towards [Lipa’s] creativity, passion and drive, and the way in which she resonates with the young female consumer,” Adam Petrick, Puma’s global director of brand and marketing, said in the release. “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.”
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