Global sportswear brand PUMA is all set to launch its latest campaign celebrating fearless women and their pursuit of personal achievement. PUMA India’s women ambassador Disha Patani teams up with fitness expert and actor Bani J to celebrate and unveil their journey to perfection. With the campaign, PUMA introduces its SS18 women’s collection En Pointe – a range of fitness, training and athleisure apparel, footwear and accessories.
Launched internationally by PUMA’s global brand ambassador Selena Gomez, the #EnPointe campaign is scripted for bold and fearless women who never give up. Every woman envisions her own version of perfect that she pursues. The En Pointe campaign highlights this continuous chase for achieving excellence at every step.
In India, PUMA today launched the campaign by releasing a powerful short film featuring Disha Patani and Bani J. The video depicts women determined to achieve their point of perfection – highlighting the hours of practice, the effort and perseverance that goes into charting this journey. There is always a desire to push themselves harder to the next level. PUMA celebrates this constant chase where the journey to be #EnPointe never ends.
Sharing her thoughts on the video, Debosmita Majumder, Head of Marketing, PUMA India commented, “We have built a strong momentum since we broke the Guinness Book of World Records for the largest number of women holding the abdominal plank for 60 seconds in 2016, with the launch of the Do You campaign. This year under the Do You umbrella we have launched the En Pointe campaign which celebrates each woman’s pursuit of perfection. The En Pointe collection has a wide range of women’s apparel, footwear and accessories which enables our women consumer in their unrelenting chase for individual excellence.”
The campaign has been created in association with DDB Mudra. Pritika Gupta, Group Director Brand Communications DDB MUDRA said, “The DO YOU philosophy encourages women to celebrate themselves the way they are. The En Pointe Collection, which considers the female form in its most commanding and dynamic state, encourages you to do you and live your journey on point. And this is exactly what we wanted to capture in our campaign.”
Drawing inspiration from ballet and martial arts, the En Pointe Collection considers the female form in its most commanding, dynamic state. The lineup includes both training and athleisure gear, flawlessly fusing fitness staple with ballet elegance to make the style game on point whether during an intense workout session or a casual outing.
The latest line comprises sneakers, apparel and accessories such as the high-rise and low Phenom Satin, the sleek Muse, the Fierce EP women’s training shoe, En Pointe tights, En Pointe crops, En Pointe Bodysuit, En Pointe Training Gloves, Muse Echo, En Pointe knee-length jacket, knee-length, hooded jumpsuit, skirt, hooded sweatshirts, and wide leg pants and bandana caps inspired by the New York City Ballet.
Link to the film: https://www.youtube.com/watch?v=F_CiXKRAPCQ
The collection is now available in all PUMA stores and on in.puma.com
Follow #DOYOU on Instagram to see women post their EnPointe stories