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PUMA extends its commitment to performance into the cultural space of female empowerment.
Do You is a programme designed to inspire young women to build confidence, resilience and ambition. Hosted by influential female role models, the sessions create a space where personal growth, performance and self-belief can exist without comparison or pressure.
Rather than focusing on notions of strength, Do You reframed performance as something deeply personal, set by your own goals and boundaries. The result is an experience that felt honest, motivating and rooted in real stories, not idealised expectations.
Female empowerment campaigns mostly talk about strength, but rarely create space for it to be explored, shared or lived. Meanwhile, PUMA had the ambition to extend its performance-driven brand into cultural conversations without losing authenticity. The programme had to resonate with young women in a way that felt credible, inclusive and genuinely empowering.
For young women, empowerment isn’t about being told what to become. It’s about being encouraged to own what already exists.
We positioned PUMA’s Do You Sessions as a platform for conversation, inspiration and self-definition, while developing the campaigns that brought it to life.
Live sessions formed the heart of the programme, led by influential voices who embodied strength in different ways. Beyond the events, we created content that extended the message across channels. By turning shared experiences into stories - Do You became a lasting expression of PUMA’s belief in performance - whilst reframing female empowerment through confidence, connection and self-defined success.
