Kylie Jenner, the muse for the new Puma campaign

The sports brand PUMA has unveiled its latest campaign Training for Women centered on a new style of shoes, the PUMA Fierce. Businesswoman and fashion icon, Kylie Jenner is the face of this new campaign, to be launched on April 1, 2016, alongside with other PUMA ambassadors.

Fierce PUMA is a lightweight and Training shoe without laces that combines performance technology and urban style, and is designed to be both versatile and functional. These amazing sneakers have a rising half rod and technical coatings, an intermediate support base and a flexible grooved outsole that encourages rapid and dynamic movements in all directions. His pointed style heal your look on the way to your training session.

"PUMA is investing heavily now on products for women; this campaign and the launch of the Fierce are the latest in time to capitalize on the training of women, "says Adam Petrick Global Director of Brand and Marketing PUMA. "Kylie Jenner is the bright young future of fashion and sport for women, and we are delighted that it is the face of this campaign. "

The Fierce campaign was photographed by Lauren Dukoff and will be launched on 1 April 2016. It will be broadcast on various media around the world, particularly in the press, digital and event display. The campaign will also include many digital activations, including a program that invites consumers to participate and show how they carry the Fierce and how they are inspired by women like Kylie. The users who publish their sharpest looks in the gym or outside with the keyword #FOREVERFIERCE can win the latest PUMA looks and appear on the social networks of the brand. PUMA Fierce will be available worldwide in four colors from April 1, and new colors will arrive throughout 2016. The Fierce will be sold at the price of 100 € and will be available in PUMA stores, on PUMA.com and among distributors of the brand worldwide.