PUMA launched their
women’s campaign ‘DO YOU’ which aims to inspire confidence in women everywhere.
As part of this campaign, PUMA announced they will be working with
international model, actress, and activist Cara Delevingne. She joins PUMA’s
growing list of influential female ambassadors including Rihanna, who served as
the campaign’s Creative Director.
'To ‘DO YOU’
is to take ownership of yourself and finding the power within that ownership —it's a very powerful statement,” says Cara.
“It's about accepting who you are, no matter your faults. ’DO YOU’ is about finding your truth and
sticking to it. I think it's so special because it means something different
for everyone. It specifically encourages people to be themselves.'
Cara
embodies the PUMA Woman. She is fearless, always finding new ways to express
herself and use her body as a catalyst for conversation. Her unapologetic
attitude and inspiring defiance of the status quo will set the tone for this
campaign. She leads the pack of strong women appearing in this campaign,
including 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
was inspired by Rihanna who once said 'I dare myself to make things work. I
don’t do things for the response or controversy. I just live my life.' The
campaign inspires women to stay true to themselves, make their own rules, and
never take ‘no’ for an answer. It creates a conversation that encourages women
to be confident, motivated, and never willing to compromise on anything from
their personal style to their workouts to their life. Given Rihanna’s own
belief on this message, it made perfect sense to bring her on board with PUMA
to creative direct the campaign featuring Cara.
The
‘DO YOU’ campaign launches this month with a cross-category product assortment
dropping through October from PUMA’s Running & Training and Sportstyle
collections.
