Puma is aiming to inspire women worldwide in 2021.
That’s why on Monday (Mar. 1), the athletic brand unveiled the “She Moves Us” theme for the year. The campaign, led by Dua Lipa, will generate content over the course of 2021, including talks, videos and interviews with its female ambassadors.
In the new anthem video, Lipa’s “Electricity” plays as she poses in sleek Puma styles alongside a number of empowering women, including Winnie Harlow, Cara Delevingne, Skylar Diggins-Smith, June Ambrose, Lauren London, Nicole McLaughlin, Bethany C. Meyers and more.
“She Moves Us” hopes to inspire through Puma’s partnership with Women Win, a global women’s fund which uses sport to advance gender equality. The campaign will also tell the story of how Puma’s female ambassadors were inspired to become who they are today, the women who helped them, how they overcame challenges and how they succeeded in their respective fields.
“Sharing stories of success is all part of changing the narrative, especially in fields like sports and entertainment that have tended to amplify the accomplishments of men,” Lipa, who was announced as the sports brand’s new ambassador in November, said in a press statement. “Women are already nailing it across the board and celebrating their achievements is exciting and empowering. It also encourages those rising up to aim for the stars. That’s why I’m so grateful to Puma for including me in their ‘She Moves Us’ campaign. Now let’s show the world what we are capable of!”
Watch the “She Moves Us” anthem video below, and check out the new collection here.
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