Puma has teamed up with the singer, actress and producer Selena Gomez to design products and create marketing campaigns. She will first appear in Puma's latest campaign for the Phenom, a coming women's footwear range. The brand has already formed partnerships with several other women in the entertainment business in the last two years – most prominently Rihanna, who has strongly contributed to an uptick in demand for Puma products with the Fenty range. Adam Petrick, global director for brand and marketing, described Gomez in a statement as an authentic, talented and fearless woman. He pointed to Gomez' openness about Lupus, an auto-immune disease that has been affecting her for more than two years. She disclosed a few days ago that complications led to a kidney transplant, donated by a close friend. The singer is in a relationship with The Weeknd, who has his own deal with Puma. Gomez was already involved in a partnership with Coach.

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