Global Sports Brand PUMA announced today that it will partner with New York City Ballet (NYCB), one of the foremost dance companies in the world, as their official off-stage active wear partner. This new alliance furthers PUMA’s commitment to and efforts within the women’s training category as well as in the arts and culture arena. This is a synergy that brings together two organizations that share the common pursuit of being the fastest, strongest, and best in their craft, and allows PUMA to provide products and services to some of the most elite artists and talented athletes in the world.
Beginning in October 2016, a number of dancers from the Company will be featured in several PUMA creative and marketing campaigns that will highlight women in sports and culture. In addition, PUMA and New York City Ballet will explore ways for PUMA to support a variety of NYCB initiatives, including the ballet company’s education, audience development and dancer health and wellness efforts.
NYCB’s dancers are true athletes who train, rehearse, and perform up to 12 hours a day. This partnership will see PUMA equipping the company with stylish yet functional active wear for the dancers’ intense training regimens, and gear for their activities both inside and outside the studio.
“We are proud to partner with such a prestigious and iconic institution as New York City Ballet. The company’s elite roster of ballerinas displays the utmost discipline and skill, and truly represent the attributes of the PUMA Woman – brave, confident, determined and joyful. This alliance helps reinforce PUMA’s aim to expand our women’s business into exciting and inspirational territories,” remarks Adam Petrick, Global Brand & Marketing Director for PUMA SE.
“New York City Ballet is extraordinarily grateful to PUMA for its support, and we are very excited about the opportunities that this new relationship will provide. In addition to being extraordinarily talented artists, the dancers of the New York City Ballet are also some of the most highly-trained athletes in the world, especially renowned for their speed and agility, making a partnership between NYCB and PUMA, one of the most iconic sports brands in the world, a perfect fit,” said Katherine Brown, NYCB’s Executive Director.
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