It seems like 2017 is the year of musicians and big sportswear signings.
After creating a couple of Reebok sneakers, Kendrick Lamar has just jumped ship to Nike, with Reebok responding by signing Ariana Grande. Now, just weeks after The Weekend unveiled his debut collection for Puma, his girlfriend Selena Gomez has also joined the fold. Making the announcement via social media, Gomez declared herself “officially a part of the fam” alongside a picture of herself proudly wearing a crop top with huge Puma branding.
The signing makes sense given today’s climate of celebrity-endorsed hype: Gomez is the most followed person on Instagram, with a colossal 127 million followers glued to her feed. That gives Puma ample exposure and the ability to build off Gomez’s sizeable social media empire – and we’re guessing that they forked out more than a few bucks for this partnership.
So just what can we expect from the partnership? Speaking on her new signing, Gomez says that “Puma has changed the game when it comes to the mash-up of athletic wear and fashion. I am hoping that we can create something special together. We already have some really cool projects in the works.”
Puma have also stated that Gomez is “everything that today’s female consumer is looking for in a role model,” also wishing to share her “authentic, creative and talented” outlook.
Alongside The Weeknd, Gomez will be joining Rihanna and her ever-popular Fenty range at Puma – hopefully she can replicate its success.
