Selena Gomez has been named Puma's newest brand ambassador. Are you surprised? You shouldn't be — we saw this ish coming from a mile away.
Today, we have a sneak peak at what Sel x Puma will look like, as her first campaign for the brand has just been released.
Did you think we were kidding when we said we saw this coming from a mile away? Hell nah.
Two weeks ago, we tried to tell you that Abelena — cute as they are — are really just a marketing powerhouse. It all started when Abel, a.k.a. The Weeknd, grammed a pic of their feetsies together on a private jet, just some normal couple stuff. We previously wrote:
Are you thinking, "Aww, young love on a private jet *swoon*"? Unfortunately we are far more cynical so we're going to break down what's actually going down in this photo.
For starters, it's an advertisement. The footwear that the couple is *coincidentally* #twinning in just so happens to be Abel's new collection with Puma.
What, like you thought Selena would consent to having a small — yet identifiable — portion of her body in #sponcon if she wasn't getting compen$ated? Oh, you did? Don't fret; luckily the watchdogs of #sponcon (us) are here to differentiate legitimate cute couple pics from cute couple advertisements. And we take our service journalism really seriously.
So really, Abel's Insta was the perfect segue to welcome Sel to the #PumaFam. And with music's buzzy new couple signed on to rep Puma, you already know they're going to make the most of it. We're for sure expecting Abelena campaigns in the near future.
“Being part of the PUMA family is very exciting for me,” Selena said in a press release. “PUMA has changed the game when it comes to the mash-up of athletic wear and fashion. It’s amazing to see this influence on style and culture and I’m excited to be a part of it. I am hoping that we can create something special together. We already have some really cool projects in the works.”
Selena's face's new job starts effective immediately, with her first campaign, above, promoting the new "Phenom" women's trainer.
Congratulations to Abelena on being young, marketable, and lucrative mouthpieces!
(Photo: Guy Aroch/PUMA)
For the past 10 years, Yusef has been dictating all of the beauty trends we emulate via his most famous client, none other than Rihanna. He started out his career as a performer, but he ended up behind the scenes. In Hairstory, he details his rise in the industry from aspiring singer to creative directing the hair for Fenty x Puma.