Individuality never goes out of style. As Rihanna once said: "I dare myself to make things work. I don't do things for the response or controversy. I just live my life." Taking inspiration from BadGirlRiRi, Puma's latest 'Do You' campaign targeted at women turns the spotlight on female empowerment, urging ladies the world over to be comfortable in their own skin.  

puma cara delevigne

Who better than English model and actress Cara Delevingne to front the campaign? Speaking about her latest gig, Delevingne—who's not afraid to use her body to spark conversation—said: " 'DO YOU' is about finding your truth and sticking to it. I think it's so special because it means something different for everyone. It specifically encourages people to be themselves."

Other luminous personalities picked to be part of this campaign—directed by Rihanna, no less—include Mimi Staker and Olivia Boisson of the New York City Ballet, German track and field athletes Alexandra Wester and Tatjana Pinto, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable. 

The 'DO YOU' campaign launches this month with products dropping through December from PUMA's Running & Training and Sportstyle collections.