Puma signed a nontraditional sports partnership with the prestigious New York City Ballet (NYCB), one of the foremost dance companies in the world, as their official off-stage active wear partner.
This new alliance furthers Puma’s commitment to and efforts within the women’s training category as well as in the arts and culture arena.
Beginning in Oct 2016, a number of dancers from the NYCB company will be featured in several Puma creative and marketing campaigns highlighting women in sports and culture.
In addition, Puma and New York City Ballet will explore ways for Puma to support a variety of NYCB initiatives, including the ballet company’s education, audience development and dancer health and wellness efforts.
Although not yet a hard trend just yet, Under Armour entered a similar partnership when it began sponsoring prima ballerina Misty Copeland, featured in its “I Will What I Want,” campaign.
Similarly, NYCB’s dancers train, rehearse, and perform up to 12 hours a day, undoubtedly deserving the title of athletes. This partnership will see Puma equipping the company with stylish, functional active wear for the dancers’ intense training regimens, and gear for their activities both inside and outside the studio.
“We are proud to partner with such a prestigious and iconic institution as New York City Ballet. The company’s elite roster of ballerinas displays the utmost discipline and skill, and truly represent the attributes of the Puma Woman – brave, confident, determined and joyful. This alliance helps reinforce Puma’s aim to expand our women’s business into exciting and inspirational territories,” remarks Adam Petrick, Global Brand & Marketing Director for Puma SE.
Photos courtesy Puma