Adopting a model already used by sports teams across the world, New York City Ballet (NYCB) has partnered up with sports clothing company PUMA. The German-based sports-giant – who creates kits for teams like Arsenal, Red Bull Racing and Borussia Dortmund – will provide a range of off-stage active wear for NYCB.
In October NYCB dancers will be pushed as part of marketing campaign for PUMA, which will focus on women in sports and culture. PUMA also plans to take a role in NYCB’s outreach efforts that include education, audience development and health initiatives.
‘NYCB is extraordinarily grateful to PUMA for its support, and we are very excited about the opportunities that this new relationship will provide,’ said NYCB executive director Katherine Brown.
‘In addition to being extraordinarily talented artists, the dancers of the New York City Ballet are also some of the most highly-trained athletes in the world, especially renowned for their speed and agility, making a partnership between NYCB and PUMA, one of the most iconic sports brands in the world, a perfect fit.’
It is not the first such partnership NYCB has undertaken; for several years the company has worked with fashion designers for its on-stage costumes, and even staged fashion shows featuring the designs of Sarah Burton, Thom Browne, Mary Katrantzou and Carolina Herrera. However, it is the first time it has worked with a sports company rather than a fashion label.
