News

Ballet-inspired clothing is nothing new, and the dance and fashion worlds have always been in conversation with each other. Think of how many prominent choreographers have enlisted fashion designers to create costumes for their work, or how ballet flats have become a wardrobe staple.

Lara Tong, Mimi Staker, Olivia Boisson, Unity Phelan and Rachel Hutsell (photo via PUMA)

But lately, activewear brands are catching on too, with collaborations that emphasize the athleticism and strength of ballet dancers. There's Misty Copeland's "I Will What I Want" campaign for Under Armour, the recent GapFit campaign featuring dancers like Calvin Royal III, Keenan Kampa and Mayara Pineiro, and, as of next week, a whole line of ballet-inspired sneakers and sportswear from PUMA, as part of their "Do You" campaign.

The Basket Heart sneaker (via PUMA)

The collection is part of PUMA's partnership with New York City Ballet, which began last summer. Called Swan Pack, it's made up of mostly black and white pieces, including a sneaker with pointe shoe-esque ribbons and a black cape with feather embellishments.

While we're excited about the clothes themselves, the best part of all is the campaign's stunning photos, which feature NYCB corps dancers Lara Tong, Olivia Boisson, Mimi Staker, Unity Phelan and Rachel Hutsell wearing some of the new looks. And the "Do You" message, encouraging self-confidence and individuality, can't be beat.

Lara Tong and Olivia Boisson (via PUMA)

The collection launches on February 1, and will be available in stores and online.

 

For more news on all things ballet, don’t miss a single issue.

News

It's nothing new for athletes to be sponsored by sports brands, but it's relatively rare for the same opportunity to be extended to professional dancers. Misty Copeland is famously a spokesperson for Under Armour, and her participation in the "I will what I want" campaign helped catapult ballet into a position of visibility. Copeland's unmistakably athletic body shows how hard ballet dancers train to achieve their goals.

From left: Olivia Boisson, Unity Phelan, Meagan Mann, Mimi Staker and Savannah Lowery (PUMA x NYCB. Photo by Erin Baiano)

Now, in a new partnership, the dancers of New York City Ballet will have their active wear sponsored by PUMA. It feels timely, as "athleisure" stays trendy for everyone and dancers are increasingly adding athletic gear to their arsenal of leotards, tights and practice skirts. Additionally, thanks largely to Copeland's prominence, ballet has enjoyed some pop culture recognition in the last few years, making the glamor and prestige of a NYCB endorsement beneficial for PUMA.

(PUMA x NYCB. Photo by Erin Baiano)

Apparently the partnership extends beyond stylish workout clothes, too. In a statement, PUMA says the two companies will "explore ways for PUMA to support a variety of NYCB initiatives, including the ballet company’s education, audience development and dancer health and wellness efforts."

We're all for investment in dancer health and wellness, and if a global sports brand wants to get involved in audience building for a ballet company, well, we're excited to see where that might lead. In the meantime, keep an eye out for NYCB dancers in upcoming PUMA marketing campaigns.

For more news on all things ballet, don’t miss a single issue.

 

Sponsored

Videos

Sponsored

mailbox

Get Pointe Magazine in your inbox

Sponsored

Win It!