The 24-year-old superstar joins the star-studded sportswear family as the face of the brand’s “DO YOU” women's campaign.
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An array of style and athletic brands are picking up on the momentum with strong and undeniably empowered, female-focused campaigns and Puma is not left out. The German athletic company which already counts its partnerships with Rihanna and Kylie Jenner, adds another famous face, Cara Delevingne for their "Do You" initiative, which aims to encourage authenticity and motivation and to celebrate each person's individuality also seeking to inspire and motivate women from all across the globe , a message that's very much in line with Cara's public persona. "Doing you is all about self-ownership. It's about accepting who you are, no matter your faults,'Do You' is about finding your truth and sticking to it." she said in a statement.
The 24-year-old 'Suicide Squad' actress who has held down campaigns with big dogs such as Yves Saint Laurent and Rimmel, stepped away from the fashion industry over the past few years, switching gears to acting said ,"Right now, I want to put my energy towards things I'm passionate about, I'm passionate about acting and I'm passionate about empowering women and girls. I want to align myself with opportunities that stand for something", but we can safely say that her campaign photos with Puma came with a bang!.
The campaign was inspired by Rihanna aka 'bad girl Riri", 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.” , she signed a multi-year partnership with the global athletic brand back in 2014, which has lead to a creative director title at the company and the launch of the perpetually sold-out Fenty Puma by Rihanna, the singer is also a good friend of Delevingne who didn't fail to praise her friend "It was effortless to collaborate with Rihanna because she's a close friend,i really admire both her business mind and her creativity, so working on this campaign together was a really great experience," adding that pairing up with her Riri also left her inspired.
According to Puma “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".
The Puma's "Do You" campaign launches this month, with multiple categories, from its Running & Training to sports style collections dropping through December. The first round of imagery for this partnership features Delevingne on the streets of lower Manhattan, New York, and shot in black-and-white in a studio wearing her 'athleisure' best with her perfectly toned abs.