Words by

Anastasia McInerney

The Puma x Kylie Jenner collab was all well and good, but the sportswear giant has upped its branding game. 

Puma has snagged Cara Delevingne as the face of its new women’s campaign, DO YOU

If that wasn’t newsworthy enough, the campaign is both inspired and directed by Puma creative director and Delevingne-bestie, Rihanna. 

Delevingne will front the movement which aims to inspire confidence in women globally to stay true to themselves, to make their own rules and never take ‘no’ for an answer. 

“To DO YOU is to take ownership of yourself and finding the power within that ownership – it's a very powerful statement,” Cara says.  

“It's about accepting who you are, no matter your faults. DO YOU is about finding your truth and sticking to it.” 

DO YOU also features other cool girls like Mimi Staker and Olivia Boisson of the New York City Ballet, German track and field athletes Alexandra Wester and Tatjana Pinto, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable.

The campaign launches this month, with drops throughout December from PUMA’s Running & Training and Sportstyle collections.


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