Last month, quite the sneaker hoopla surrounded the youngest member of the Jenner family when it was revealed that Kylie Jenner had agreed to a lucrative deal with Puma. Despite her brother-in-law's (Hey Kanye) strong ties to competitor, Adidas and his subsequent rant, the deal was confirmed and Sunday evening, we finally got a little more insight into what Kylie x Puma will look like.
The new campaign finds Jenner debuting #ForeverFierce, a new lightweight, laceless sneaker (similar to Rihanna's latest drop) designed as both a performance and lifestyle silhouette, scheduled to drop April 1. Puma first teased the photo shoot from set on Snapchat last week, but the brand deliberately removed the footwear.
Aesthetically, the shoe capitalizes on the boot-like sneaker trend with a slightly oversized tongue and lace-less upper. This, on tip of many things King Kylie touches, is a shoe Puma is banking to hit big with the youngins. "Kylie Jenner represents the young and bright future of fashion and fitness for women and we are excited to have her be the face of this campaign," Adam Petrick, global director of brand and marketing for Puma, said of the campaign in a statement.
Given Jenner's massive following, it's not surprising that this partnership is already utilizing social media to boost the buzz. Using the hashtag #FOREVERFIERCE, customers can share how they style the Fierce for a chance to win Puma goodies.
So, could this be yet another boost Puma needs to compete with the likes of Nike and adidas? Perhaps. Puma's women's offerings have proven to be pretty successful recently with the brand reporting significant growth in Q4 of last year, largely due to Rihanna's influence, according to Bloomberg.