• NIGEL TAYLOR / WGSN

Puma signs on as New York City Ballet’s activewear partner


Puma has become activewear partner for the New York City Ballet’s roster of 92 dancers it describes as “phenomenal athletes”. Terms were not released.

The multi-year deal sees Puma providing rehearsalwear to all ranks of the company. It will also use the opportunity to test new products’ functionality and performance, it said.

New York City Ballet dancers will also be featured in Puma print and digital campaigns. The Kering-owned German athletic sportswear brand will also provide financial support to the company.

Adam Petrick, Puma’s global director of brand and marketing, said: “This partnership brings Puma a great set of ambassadors – people who are truly top athletes as well as top creative minds. You have got world-class performers who use their bodies more extensively and effectively than anyone in the world, their training regime is ridiculous.”

The ads’ cast is young, as Puma said it intentionally decided to work with up-and-coming dancers rather than company stalwarts.

“Overall our approach in working with NYCB is to uplift younger dancers, younger creators and choreographers and our goal is to help support the artists of tomorrow, really to help train the company of tomorrow. We are very interested in who has new fresh ideas,” Petrick said.

Petrick also said co-branded NYCB Puma merchandise is being discussed but has yet to be confirmed.

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