Dua Lipa is PUMA's new brand ambassador

Dua Lipa will be the new face of PUMA's female business. The announcement comes directly from the brand that, via the Global Director of Brand and Marketing Adam Petrick, says:

We are thrilled to welcome Dua to our family. We were drawn towards her creativity, passion, and drive and the way in which she resonates with the young female consumer. 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.

The pop star can't wait to start the new collaboration too:

I am so excited about my partnership with PUMA. From performance rehearsals to hiking in the hills, it’s important to feel comfortable and look good. 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 the Puma team.

As a brand ambassador, Dua will feature in numerous campaigns and support empowerment initiatives to inspire women around the world. From next year, she will be the protagonist of the She Moves Us project, a female-focused partnership that champions connectivity through sport and culture. To kickstart the collaboration, PUMA will be the main sponsor of the star's highly anticipated Studio 2054 project.