Puma has become an official partner of the New York City Ballet, which calls for the sports brand to supply dancers with outfits for training and rehearsals. The group said that the agreement reinforces its commitment to the development of its women's training business, and its ties with arts and culture. From October 2016, several dancers from the ballet group will feature in Puma's advertising and marketing campaigns, underscoring the influence of women in sports and culture. Managers of Puma and the New York City Ballet pointed to the fit between the brand and the group's dancers, who are described as highly-trained athletes.