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Puma named activewear partner of NYC ballet

By Kristopher Fraser

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Puma is now the official activewear partner of the New York City Ballet. The company will be responsible for dressing all 92 of the dancers on the company's roster.

The multiyear deal will see Puma providing athletic attire to members of all ranks. Puma will take the opportunity to test the functionality of new products. New York City Ballet dancers will also be featured in Puma print and digital campaigns.

The Kering-owned brand will also be providing financial support to the company, though specific details regarding financial figures for that have not been revealed.

Adam Petrick, Puma’s global director of brand and marketing, said to WWD “this partnership brings Puma a great set of ambassadors — people who are truly top athletes as well as top creative minds. You have got world-class performers who use their bodies more extensively and effectively than anyone in the world, their training regime is ridiculous.”

The first round of Puma advertising will feature soloist Savannah Lowery, corps de ballet members Olivia Boisson, Meagan Man, Unity Phelan, and Mimi Staker. The ads will feature the dancers dressed in NYCB's Lincoln Center rehearsal space, dressed in an amalgamation of Puma athletic clothes and offstage attire like tutus and leg warmers.

Puma decided to focus on the younger, up-and-coming dancers for this round of advertising. This reflects New York City Ballet's current approach to casting, where younger dancers have been given a chance at principal roles.

By providing athletic clothing to dancers, Puma is also breaking tradition of usual rehearsal wear. The brand doesn't plan on creating a pointe shoe, and their "DryCell" fabrics are more technical than traditional spandex or the leotards they are used to wearing.

Thanks to social media, ballet has been undergoing a revival of sorts. Instagram has helped give ballet dancers added fame and sparked the younger public's interest in the art form.

Cobranded NYC Ballet and Puma merchandise is under discussion, but nothing has been confirmed.

NYC Ballet
Puma