PUMA's Star Athletes Embody Fierce Femininity in New FW18 Campaign

Women supporting women.

Fashion  
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PUMA‘s Fall/Winter 2018 #DoYou campaign aims to inspire and motivate women everywhere to be themselves – whether it’s going for a run or hanging out with friends, it’s all about doing your own thing while looking and feeling great. The campaign is focused on the women making their own rules; breaking records doesn’t mean you have to compromise your everyday personal style.

PUMA tapped six athletes who embody both creative and athletic pursuits with personal style – their talents and interests don’t stop at the finish line. Sisters Jodie Alicia Williams (an Olympian) and Hannah Williams are the perfect example – Jodie is more likely to be seen in a cafe working on her blog, harvesting an Americano, while Hannah has just completed an art foundation course, and still manages to squeeze in modelling in her spare time. Teammate Georgina Adam keeps up a social life at university, studying Sports Science at Loughborough College and also just so happens to represent Great Britain in the 200m and 4 x 100m.

PUMA’s #DoYou campaign also stars Imani Lansiquot, Maya Bruney and Finette Agyapong, trying on clothes inbetween reps at the gym. Imani manages to juggle studying Psychology at King’s College London and being a sprinter on the GB team full-time; breaking her personal record by becoming the sixth-fastest British woman ever in the 100m.

Maya Bruney, a hat-trick medalist, creates short films in her spare time. As a former skateboarder, a lot of her work is inspired by skate culture and she also studies graphic design at the University of East London while training to compete in the 2020 Olympic Games. Finette Agyapong, a 200m national champion is currently studying law, going to concerts and festivals as well as practising yoga.

Watch the full video above and shop the season’s latest pieces online here.

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