Activewear campaigns: Kylie and Caitlyn Jenner team up with Puma and H&M

Puma has just posted a series of pictures and a video featuring the first Kylie Jenner images since signing the celebrity in a $1m deal.

The move by Puma, follows their announcement to work with singer Rihanna  on another campaign, and shows how some performance brands are opting to work more with celebrities, than traditional athletes.

Kylie is seen wearing the new lightweight Fierce trainer (sneaker), plus a sports bra and fitted running pants from the forthcoming Puma collaboration.

According to the brand’s global director Adam Petrick: “Kylie represents a fresh and exciting new era for fashion and we couldn’t think of a more fitting and influential female to headline this campaign for Puma.”

Kylie will feature in the brand’s spring/summer women’s training campaign launching in April. She celebrated the news on her Twitter account.

  But it wasn’t just one Jenner celebrating, as H&M announced Caitlyn Jenner as the new face of its sportswear line. Caitlyn announced the news via Instagram saying “Backstage with h&m. Can’t wait to show you more of this inspiring and amazing campaign!”

  Backstage with @hm. Can’t wait to show you more of this inspiring and amazing campaign! #StayTuned #HMSport   A photo posted by Caitlyn Jenner (@caitlynjenner) on

The news of both campaigns highlight the very different brand strategies used to promote activewear at the moment.

“On the one hand you have a high street fashion retailer that is using a former Olympian to promote fitness,” says WGSN Active Director Clare Varga. “On the other hand you have a traditional activewear brand who is using a Gen Z frontwoman as a key way to connect with this demographic and appeal to her peers. It will be interesting to see which tactic resonates with consumers. As a designer I personally love seeing performance at the forefront.”


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