Puma has just unveiled its newest En Pointe collection crafted in collaboration with dancers of the New York City ballet. The brand’s new collection consists of satin sneakers, light sports bras, and athleisure — all designed with input from the world-renowned dance company. It showcases linear elements, wide strapping, and woven details pulled from ballet technique: long lines, dynamic flexibility, and powerful movement.
The campaign is fronted by Selena Gomez, who joined the sportswear giant in September 2017. Gomez was tapped because her flexible style captures the spirit of the collection. “Her fearlessness is reflected onto the collection with bold, statement pieces that command attention. Never boring. Never the same. Always on point,” the company said.
Here, she flexes in Puma’s latest collection, draped in soft pinks, smooth satins, and “woven details pulled from ballet technique: long lines, dynamic flexibility, and powerful movement.”
And, the campaign focused primarily on three new sneakers: the Phenom Satin EP Training Shoe in pearl and black and the Phenom Satin Low EP Training Shoe in peach. The En Pointe collection is currently for sale both online and in store with prices ranging from $35 to $130.