On Monday, Selena Gomez was announced as the latest addition to Puma's all-star lineup of celebrity ambassadors, which includes Rihanna, Cara Delevingne, Kylie Jenner and Gomez's boyfriend the Weeknd.
"Being part of the Puma family is very exciting for me," Gomez said in an official statement. "Puma has changed the game when it comes to the mash-up of athletic wear and fashion. It's amazing to see this influence on style and culture and I'm excited to be a part of it. I am hoping that we can create something special together. We already have some really cool projects in the works."
Much like her recent campaign with Coach, Gomez will serve as more than a face for product. While she's starting out her relationship with Puma by appearing in campaign imagery for its Phenom women's footwear drop, the plan is for Gomez to design product herself and "create marketing campaigns" in the future.
"Selena is authentic, creative, talented and fearlessly real," claimed Puma's global director for brand and marketing Adam Petrick. "She is everything that today's female consumer is looking for in a role model... With her honesty and openness about living with lupus, she has provided an incredible example of confidence, poise and determination for all of us. Selena is a perfect partner for Puma because she is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what Puma is all about."