Puma is continuing its approach of enlisting social media power players over traditional models or athletes to front its increasingly glossy campaigns. One of the latest additions to the Kering-owned athletic brand’s roster, which includes Rihanna (whose title is creative director) and Kylie Jenner, is British reality television star Lucy Watson of the docu-soap “Made in Chelsea.”
The London-based Watson, who has more followers on Instagram than former castmate/fast-fashion and lifestyle entrepreneur Millie Mackintosh, fronts the newly launched Gold Pack collection. The capsule is currently exclusive to U.K. sneaker retailer JD Sports.
While her sports ties remain slim, a release from Puma called out Watson’s sharing of “health and fitness tips” plus “honed physique” as her key attributes. Those 1.3 million followers don’t hurt, either. The athleisure pieces of the collection skew more street than sweat style, with metallic gold detailing on a crop tops, leggings and a classic low-court sneaker, offered in both black and white colorways.
While recent campaigns from Rihanna and Jenner have resulted in sell-out shower sandals and slip-on kicks, this is Watson’s second campaign with JD Sports for Puma, a sign she’s clearly connecting with the athletic behemoth’s U.K. consumers.