The most anticipated collection of the holiday season is here, Selena Gomez and PUMA teamed up to create a one-of-a-kind assortment that has ‘strength’ stitched into every piece. For her first collaboration with the brand, Selena Gomez uses the legacies of strong women from the past to create classic pieces for today’s girl.

The SG x PUMA “Strong Girl” collection will be featured at Sole DXB from 7^th – 8^th December and will be available to purchase on December 12^th at PUMA.com and selected retailers worldwide. It features confident colors and bold silhouettes with the intention of helping girls stand out from the crowd. It is a well-thought out balance of femininity and modern edge. Sport and fashion. The collection features the many different tastes and styles that appeal to both the strong girl’s personality, as well as her day-to-day hustles.

PUMA and Selena brought together a powerhouse team of ladies to be a part of this first SG x PUMA campaign. Artist, Dana Veraldi’s creative direction playfully enhanced the packaging and campaign imagery with her illustrations. Photographer, Katie McCurdy brought the campaign to life with her unique photographic eye, paying homage to the strong girl within her. Last but not least, the campaign features Selena’s closest girlfriends: Connar Franklin, Raquelle Stevens, Courtney J. Barry, Caroline Franklin and Theresa Marie Mingus. Selena had one thing to say about her friends, “I would not be where I am today if it wasn’t for my girlfriends.”

One of the most important pieces within the collection is the SG Runner, a new shoe designed and constructed by Selena Gomez. This silhouette beautifully blends Selena’s personal style with PUMA’s classic court and running shoes. The SG Runner is a lightweight shoe with a knitted upper, high rebound EVA and great fit; it nods to the style of the 80s and 90s with nice design touches that give it an easy, LA vibe.  Additionally, the DEFY story continues with the DEFY Mid x SG, the bootie-cut training shoe features a black metal buckle, a rose-gold plated chain, and a textured knitted upper.