Pop Star Dua Lipa Signs Multi-Year Deal with PUMA

Future Nostalgia singer Dua Lipa has signed a multi-year endorsement deal with German sportswear giant PUMA. Both parties took to social media to announce the partnership, which launches at her ‘Studio 2054’ virtual show, whereby Lipa and her backup dancers will be decked out in PUMA apparel and footwear.

‘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… way in which she resonates with the young female consumer.’

The endorsement steps up in 2021, with Lipa becoming the face of PUMA’s upcoming ‘She Moves Us’ campaign, in a bid to close the gender gap through sport’s rich culture.

‘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,’ said Petrick.

Lipa's signing bolsters PUMA’s growing roster of celebrity endorsees, which includes Neymar, Rihanna, Jay-Z, The Weeknd, Selena Gomez, and Kyle Kuzma, among other high-profile artists and athletes. In time, it’ll be quite likely that Dua Lipa sneaker collaborations will hit the market.

PUMA are offering discounted tickets to the ‘Studio 2054’ show, which airs across November 27 and 28. Access them here.