Bajan megastar Rihanna, who also serves as PUMA’s Creative Director, has recently brought on friend and model, Cara Delevingne, to front the ‘DO YOU’ campaign as the company’s latest female ambassador.

The ‘DO YOU’ campaign inspires women to stay true to themselves, make their own rules, and never take ‘no’ for an answer. It aspires to create a conversation that encourages women to be confident, motivated, and never willing to compromise on anything from their personal style to their workouts to their life.

The campaign was inspired by PUMA’s Creative Director, Rihanna 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.”

The PUMA Woman

The global sports brand had commented that Cara embodies the PUMA Woman. She is fearless, always finding new ways to express herself, and uses her body as a catalyst for conversation. Her unapologetic attitude and inspiring defiance of the status quo sets tone for this campaign.

Cara leads the pack of strong women appearing in this campaign, including 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.

The new face of PUMA’s ‘DO YOU’ campaign, Cara Delevingne, commented,

“To ‘DO YOU’ is to take ownership of yourself and finding the power within that ownership - it's a very powerful statement. It's about accepting who you are, no matter your faults. ’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.”

The ‘DO YOU’ campaign launches this month with a cross-category product assortment dropping through December from PUMA’s Running & Training and Sportstyle collections.