PUMA has been unrelenting the past few years in creating strategic partnerships and fashion forward design that could shape the brand for decades to come. Well, on Monday they announced another monumental partnership this time with Selena Gomez, an extremely talented youthful and brave individual that recently had to have a kidney transplant due to an ongoing battle with Lupus – an autoimmune disease that can sometimes be fatal.

Gomez will work with the brand to design product and create marketing campaigns with her first appearance due in the brand’s newest campaign for the Phenom, an upcoming women’s footwear drop.

Gomez Says:

“Being part of the PUMA family is very exciting for me,” said Selena Gomez. “PUMA has changed the game when it comes to the mash-up of athletic wear and fashion. It’s amazing to see this influence on style and culture and I’m excited to be a part of it. I am hoping that we can create something special together. We already have some really cool projects in the works.”

Selena and PUMA are a great match, not only because she fits with PUMA’s brand values, but also because of her powerful influence over young women, her integrity, hustle, and drive to succeed. Her work with the brand will be more than simply appearing in a campaign, she will be an active voice for the brand’s consumers. In addition, this partnership will include PUMA and Selena working with and supporting causes close to her heart.

“Selena is authentic, creative, talented, and fearlessly real. She is everything that today’s female consumer is looking for in a role model,” said Adam Petrick, Global Director for Brand and Marketing for PUMA. “In recent days, she has demonstrated just how strong she truly is. With her honesty and openness about living with Lupus, she has provided an incredible example of confidence, poise, and determination for all of us. Selena is a perfect partner for PUMA because she is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what PUMA is all about. She will not only represent our brand, but she will help to define and enhance our women’s business.”

Stay tuned for more exciting news from the duo to come in the very near future.