PUMA has launched a new campaign to celebrate women who have moved culture and sports forward and to inspire other women around the world.
The spot features pop superstar Dua Lipa, supermodel Winnie Harlow, actress, model and activist Cara Delevingne, and several PUMA athletes, including WNBA star Skylar Diggins-Smith, golfer Lexi Thompson, footballer Nikita Parris and high jumper Yaroslava Mahuchikh, while onscreen lines highlight that they move with pride, with confidence, with purpose, with strength, with passion, with style, with fashion, they move community and the world.
The soundtrack is the 2018 single “Electricity” by British-American music duo Silk City, consisting of American producer Diplo and British musician Mark Ronson, and English singer Dua Lipa, from Silk City’s debut EP of the same name.
The “She Moves Us” campaign will continue throughout 2021 with talks, videos and interviews with the brand’s female ambassadors, who will share their stories, reveal who inspired them to become who they are today, how they overcame challenges in their personal lives and careers and more.
The campaign will also empower girls and young women through PUMA’s partnership with Women Win, a global women’s fund which uses sport to advance gender equality from the bottom up. PUMA will use its communications channels to spotlight the joint efforts to impact girls and women’s rights globally.