PUMA, Maybelline create athleisure-inspired collection

Sports brand PUMA is taking athleisure to the next level through collaboration with Maybelline.

PUMA and Maybelline New York collaborated to launch their first-ever ‘PUMA x Maybelline special-edition collection’ which fuses beauty, fashion and sport into one high-performance makeup collection.

PUMA x Maybelline’s makeup collaboration was designed with the always-on, do-it-all lifestyle of Generation Z and millennials top of mind.

“Our young consumer today prioritizes an active lifestyle whether it be career, fitness or personally. She’s always on the go, never settles and needs high-performance products that keep up with her grind,” said Trisha Ayyagari, Deputy General Manager of Maybelline New York.

Developed with the latest in long-wear technology, the PUMA x Maybelline 12-piece collection features a smudge-proof mascara for all-day fierce lashes, a metallic highlighter for an eye-catching chrome effect and Super Stay Matte Ink long-wear lip colour in new limited-edition shades.

In addition, Maybelline introduces two new duo sticks to their offerings – a new long-wear matte and metallic eye stick for versatile day to night looks as well as a waterproof colour and gloss face stick for a dewy flushed look. The products’ multi-use formats come in sleek, on-the-go packaging and make it easy to achieve a complete makeup look or a quick post-workout touch-up.

“This collection is truly the representation of the point where the gym meets the runway, a goal we strive for in everything we do for our female consumers,” said Adam Petrick, Global Director of Brand and Marketing for PUMA.

Maybelline long-standing spokesmodel and PUMA’s latest ambassador Adriana Lima will serve as the face of the campaign.

“Maybelline’s collaboration with PUMA makes innovative, street style-inspired makeup accessible to consumers worldwide to complement their always-on, demanding lifestyles,” said Leonardo Chavez, Global Brand President, Maybelline New York.

The PUMA x Maybelline Collection instore and online availability varies by market. Visit your local Maybelline.com for more information.

The PUMA x Maybelline Collection is available in select markets.

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