In an unexpected twist, Puma is taking cues not from soccer stars or track athletes but from the strong and talented women of the New York City Ballet. The brand's new En Pointe collection [1] consists of satin sneakers, light sports bras, and athleisure — all designed with input from the world-renowned dance company.
For the stunning and softly lit campaign, Puma enlisted Selena Gomez [2], who previously helped launch the Phenom sneakers [3] shortly after being tapped as a brand ambassador. The photos show the 25-year-old singer bringing the collection's ballet-inspired sneakers out of the dance studio and into her everyday, on-the-go lifestyle.
While the collection includes a variety of products, the campaign focused primarily on three new sneakers: the Phenom Satin EP Training Shoe [4] in pearl and black and the Phenom Satin Low EP Training Shoe [5] in peach. The En Pointe collection is currently for sale both online and in store with prices ranging from $35 to $130.
Phenom Satin EP Women's Training Shoes
Phenom Satin EP Women's Training Shoes [7] ($100)
Phenom Satin EP Women's Training Shoes
Phenom Satin EP Women's Training Shoes [8] ($100)
Phenom Satin Low EP Women's Training Shoes
Phenom Satin Low EP Women's Training Shoes [9] ($90)