Puma Partners With One of TikTok’s Most Popular Users
Dixie D’Amelio, the platform’s ninth most-followed user, will work “on many exciting projects,” the sportswear brand revealed Monday, including a collection of her own that is set to release next year across Foot Locker’s family of brands and on Puma’s website.
“I am so excited to join the Puma family,” the social media star-turned-musician said in a statement. “Sports, fashion and music are a major part of my life and who I am, so I am beyond thrilled to be working alongside a brand where all three of these things meet.”
D’Amelio donned Puma’s new Fierce 2 sneakers in a Monday morning Instagram post announcing the new partnership.
The star’s alliance with Puma arrives just three months after her and her sister—TikTok’s No. 1 most-followed user, Charli D’Amelio—launched their own label with Hollister. Named Social Tourist, the fledgling brand offers four distinct apparel lines: gender-inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Each segment includes limited-edition items, with new product expected to drop approximately every month. Weeks after announcing the partnership, Abercrombie & Fitch CEO Fran Horowitz said Social Tourist had generated more than 85 million estimated impressions.
Dixie D’Amelio began her TikTok career in 2019 and, alongside her sister, quickly became one of the site’s most popular users. She has since amassed 54 million followers on the Gen Z-beloved platform, 24.5 million on Instagram, 7.4 million on YouTube and 4 million on Twitter. Since kicking off her musical career in June last year, she has amassed more than 2.8 million monthly listeners on Spotify. Over the course of the past year, she has released a handful of songs, including her latest single, “Psycho,” which dropped July 23.