“I am so excited to announce my partnership with PUMA,” said Dua Lipa. “From performance rehearsals to hiking in the hills, it's important to feel comfortable & 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 my PUMA family.”

Dua Lipa and PUMA share the same values of being determined, confident, joyful, and brave. Dua is not only a powerful influence for millions of young women, but she has also been an advocate to raise awareness around women’s issues and gender equality. This is why in 2021 she will be the headliner of PUMA’s “She Moves Us” campaign, focusing on inspiring women who move together to achieve and connect through sport and culture.

“We are thrilled to welcome Dua to our family”, said Adam Petrick, PUMA’s Global Director of Brand and Marketing. “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.”

Dua Lipa has been built an extraordinary career in a very short time. She released Future Nostalgia, her #1 UK sophomore album, this year to worldwide acclaim. Upon release, Future Nostalgia was the most streamed album in a day by a British female artist globally in Spotify history and has over 4.5 billion streams to date. Dua is the biggest female artist in the world on Spotify and is currently the third biggest artist overall with nearly 60 million monthly listeners. The album’s certified platinum lead single “Don’t Start Now” is a worldwide hit with one billion streams on Spotify, and a #2 spot on the Billboard Hot 100, a career high for the pop star. Dua followed the success of “Don’t Start Now” by releasing smash UK single “Physical,” and her US Top 40 #1 “Break My Heart.” Future Nostalgia is the follow up to Dua’s eponymous 2017 debut, which is certified platinum and spawned 6 platinum tracks. She made BRIT Award history in 2018 by becoming the first female artist to pick up five nominations, with two wins for British Breakthrough Act and British Female Solo Artist and received two Grammy awards for Best New Artist and Best Dance Recording in early 2019.

PUMA kicks off their multi-year partnership with Dua Lipa as presenting sponsors of her fun-filled “Studio 2054” virtual performance where both she and her dancers will wear PUMA. As a surprise to her fans, PUMA is offering a limited batch of discounted tickets for the performance. To access these tickets, click here.

“I want my work with PUMA to always inspire and be meaningful. To have the opportunity to do this with the full backing of my PUMA family means a lot,” said Deon Jones. “I want these conversations to make all of us better.” 

“Deon is an impactful young talent at the intersection of music, art, culture and advocacy,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “Having the opportunity to work with him and be a leader in these conversations is special and is what we strive to do with our #REFORM platform”.

In addition to the digital series, PUMA will continue to support and Deon’s impact efforts within the community.

“I’m a firm believer in legendary singer Nina Simone’s teaching that ‘the role of the artist is to reflect the times’,” said Deon Jones. “And, in this time, it's important to me that my platform and voice is rooted in contributions that challenge and move us forward, and PUMA has been ahead of the curve for many years in that effort.

The first episode of “Is Anyone Listening?” will air in January with June Ambrose, who will talk about women in sports, making an impact in a male dominated industry and more. 

At International level Jorginho made his debut in 2016, quickly becoming an integral part of Roberto Mancini’s Azzurri side, capturing the EURO 2020 Championship™ and being named in the Team of the Tournament for his many outstanding performances.

Myke will work with PUMA on content creation, marketing campaigns and other projects which fuse music, fashion and car lifestyle.

Further details about PUMA’s partnership with Magnus Carlsen and PUMA’s involvement with the Meltwater Champions Chess Tour will be made available at a later stage.

“I am very proud to be racing for the PUMA W Series Team this year. With their She Moves Us campaign, our brand and values fit together perfectly and, being a professional athlete at the top level and a mother, I hope to inspire girls and women chasing their dreams in sports,” Emma Kimiläinen said.

She will now look to take her excellent form into the 2022 W Series season, which consists of support races at eight Formula 1 Grand Prix weekends, starting in Miami, USA, in May. The PUMA W Series Team finished sixth in last year’s inaugural teams’ championship and Emma’s team-mate will be announced in due course.

“W Series has become one of the key pillars of our women’s campaign, She Moves Us, which celebrates women who move culture and sports forward and inspire others around the world,” said James Clark, Head of Sports Marketing Motorsport & Operations at PUMA.

PUMA’s campaign “She Moves Us” wants to empower girls and young women through sharing stories and joint efforts to impact girls and women’s rights globally.

“Like us, PUMA is determined to do all it can to help our drivers showcase their talent on motor racing’s greatest stage, and W Series’ drivers will once again be equipped with racewear tailored to their exact specifications, enabling them to feel comfortable in the car and perform at their best,” said Catherine Bond Muir, the Chief Executive Officer of W Series.

The returned RE:SUEDEs will be tested for biodegradability at an industrial composting facility operated by Dutch waste specialists Ortessa. PUMA will share the results of the RE:SUEDE experiment with its industry peers, to find better solutions for the waste management challenges the whole industry faces.

Even though the RE:SUEDE looks like its predecessor, which has been one of PUMA’s most iconic models since the 1960s, biodegradability has been the main focus of the RE:SUEDE program.

This is reflected in the choice of materials, such as Zeology tanned suede, biodegradable TPE and hemp fibres.

With a total audience of over one billion viewers in close to 200 countries annually and with over 21 million social media followers across all platforms, Serie A is one of the most watched leagues in the world. The competition is home to some of the most popular teams and players in the game. PUMA is already active in Italian football through iconic teams such as AC Milan and US Sassuolo and over the years has partnered with beloved players that include Diego Armando Maradona, Giorgio Chiellini and Gigi Buffon. 

The exciting new partnership adds to PUMA’s existing LaLiga collaboration and significantly expands PUMAs on pitch visibility and strengthens its position as a leading football brand. 

The partnership paves the way for a new era in Lega Serie A. One that will be amplified through PUMA’s Faster Football platform that focusses on performance, innovation and culture. A mission that aligns perfectly with the ambitions of Lega Serie A and their aim to be the world’s most beautiful league, promote social responsibility and drive innovation on and off the pitch. Reflected in Lega Serie A’s Mantra ‘We are Calcio’.

Defined by its history, legacy and passion that follows it all over the world. Serie A is considered one of the most tactical leagues around the globe and is the perfect stage for PUMA to help drive the next chapter in Lega Serie A football.

“PUMA is very proud to partner with Lega Serie A and we look forward to many exciting football seasons together,” said Manolo Schuermann, Head of Sports Marketing Teamsport. “The partnership gives PUMA the platform to promote the brand in one of the world’s elite football leagues and will be rooted in collaboration and ambition. This mindset will allow us to produce great product, storytelling and commercial campaigns. We have always been deeply rooted in Italian football and now look forward to creating another legacy together with Lega Serie A.”

“We are extremely proud to announce this partnership,” said Luigi De Siervo, Lega Serie A CEO. “The link with a brand of international recognition such as PUMA demonstrates the importance and reputation of Lega Serie A at a global level and offers a greater level of visibility for our brand. By choosing PUMA we will guarantee both the highest technical standards for all our competitions and a style in line with the fashion trends of the young generations. This agreement also guarantees continuity in the centralized marketing operations of Lega Serie A and confirms the willingness of the Clubs to work together for the enhancement of our product.”