Props to Puma, which has clearly made women a genuine focus of its efforts, starting with its game changing collaboration with Rihanna, supported with the addition of makeup mogul and top-tier influencer Kylie Jenner as a face of the brand. Now the German athletic brand adds Cara Delevingne to its cool girl roster through its “DO YOU” campaign, aimed to inspire women to just be themselves. According to press from Puma, the campaign was inspired by a quote from Rihanna, who said, “I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.”
With images shot against the Manhattan’s Lower East Side and Chinatown neighborhoods, Delevingne shares Rihanna’s view on women embracing themselves, and noted, “‘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.”
Going forward, look for additional ad images that will include 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
