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Puma and Selena Gomez Continue to Defy the System

fashion & stylenews

24 September 2018
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Newcomer to the DEFY family, here is the DEFY x SG. First look at the SG x PUMA collection to be launched this winter. A bold and reckless figure who brings dynamism to a sensational design, she is the ally of women who are fiercely ready to conquer the world.

Selena Gomez is the perfect embodiment of the DEFY. Her success as a singer, actress, producer and fashion icon makes her a source of inspiration for millions of people. Bold, courageous, unrepentant, she is not afraid to upset standards. A real globe-trotter, she needs versatility wherever she goes. This is precisely the role of DEFY x SG. Its textured stem shines more intensely than your illuminator, but its greyish tones offer a subtle overall look.The revolutionary training shoe defies all training standards, introducing avant-garde design in sports halls or on the street. Featuring a fully mesh upper, the DEFY x SG provides an elegantly lightweight feel. In addition, strategically placed TPU parts provide support for the upper, while PROFOAM guarantees instant cushioning and strong energy return. DEFY x SG helps today's women live an active, balanced and engaging life with 360 ° range of motion and wraparound comfort.

To celebrate this launch and the first anniversary of the collaboration between Selena Gomez and the international sports brand, PUMA will donate $ 100,000 to the Selena Gomez Fund for Lupus Research. This fund was created by Selena Gomez in 2017 with the help of the USC Keck School of Medicine. It helps support lupus research conducted at the University of South CarolinaThis donation is important not only for Selena, but also for more than seven million people around the world who are affected by chronic autoimmune disease. At present, there is unfortunately no treatment for lupus.

"Seeing the end product you've been working on gives you an unreal feeling. I'm so happy that people can wear something I've designed, I hope everyone will like it as much as I do, "said Selena Gomez on the creation of DEFY x SG. "PUMA has decided to celebrate this launch and the first anniversary of our collaboration by donating to a fund that I launched to support lupus research, and I am very grateful for that."

The DEFY x SG will be available on September 18th on PUMA.com and in a selection of boutiques around the world.