New for SS18, PUMA has built the En Pointe collection for confident women to compliment all aspects of the hustler lifestyle; and because looking good, feels good, the collection’s ever coveted millennial pink, plus an array of soft pastels, offers a variety of stylish pieces to play with.

The PUMA’s En Pointe Collection was born out of a conversation with PUMA design teams and the dancers of New York City Ballet. Consisting of satin sneakers, light sports bras and athleisure items, the En Pointe campaign was spear headed by Selena Gomez earlier this year with her appearing in the ballet inspired sneakers in her Instagram stories.

As the ultimate fashion icon, PUMA ambassador, actress, singer and producer Selena Gomez is the ideal representation of the line – her flexible style takes her from the gym to the red carpet and to all corners of the globe and her fearlessness is reflected onto the collection with bold, statement pieces that command attention. Never boring, never the same and always on point.

Selena said: “I feel confident. I feel empowered. I feel in control. I am brave. Yes, I might not be perfect, but I’m always ME. No masks, not filters, just Selena Gomez.”

More recently, local ambassador our own Nomzamo Mbatha travelled to New York City where she met with the New York City Ballet dancers for an exclusive En Pointe experience.


The collection was born out of a conversation between PUMA’s design teams and the dancers of New York City Ballet. They met to discuss the concept of movement and what a dancer needs to be at their best through long hours of rehearsals. The PUMA En Pointe collection showcases linear elements, wide strapping, and woven details pulled from ballet technique: long lines, dynamic flexibility, and powerful movement.

Structure is created through pleating, rib textures, and buoyant fabrics. Metal details mix with shine and sporty trims to emphasise motion. Tonal is a must and lightweight is everything. It’s less about changing outfits and more about layering; adding and subtracting items to keep muscles warm between dancing. Dancers must constantly strive to perfect their performance – therefore, showing off long lines is key, muted colours work best, and patterns are avoided because they distract from muscle definition.

“We are not only dancers, we are athletes. We train countless hours a week and we need the right products to perform. We have to give it our all in training before we go on stage to shine,” says Unity Phelan, NYCB soloist.


No tags

No Comments Yet.

What do you think?

Your email address will not be published. Required fields are marked *