Dua Lipa is Puma’s celebrity spokesperson, previewing the connection as part of her ‘Houdini’ official music video last Friday.
Lipa dons Puma gear in the video, which takes place in a dance studio.
The campaign, photographed by Francesco Nazardo, sees Lipa in a historical Italian villa, dressed in Puma gear, including oversized sportswear, jeans and tricots, and the Palermo sneaker.
The singer poses in various rooms, on the dining table, and with fresh produce.
Puma had brought back the Palermo style earlier this year. It made its début in football stadiums in the 1980s, and it maintains its football-shoe æsthetic today.
The remake has new colourways, a T-toe construction, gum sole, and the signature Palermo tag with gold Puma lettering. The Puma cat can be seen on the heel.
The Palermo is now available at nz.puma.com and JD Sports in New Zealand, retailing at NZ$160.