Sports company PUMA has signed Bulgarian singer Dara as a brand ambassador to reach out to young audiences in this important Southeastern European market.
At only 17 years of age, Dara became a household name in her home country when she reached the final of the Bulgarian edition of talent show “X-Factor” in 2015 she was signed by the biggest Bulgarian label – Virginia Records. Since then, she has released a steady stream of hit singles in Bulgaria, including the chart-topping “Thunder”, “K'vo Ne Chu”, “Rodena takava” and “Darbie”.
Her recent song “Mr. Rover” also reached international fame when it was covered by Korean singer KAI.
“PUMA has an amazing product offer from women, which shows confidence and style”, said Dara. “I’m excited to join the many strong women who are already part of the PUMA Family of ambassadors and athletes.”
With a large following on social media, Dara is one of the most popular singers in Bulgaria and has become an important influencer for young generations in her country.
For her first photoshoot with PUMA, Dara wore the company’s iconic T7 track jacket in black and the MAYZE sneaker, one of PUMA’s most popular footwear styles for women.
A focus on local relevance is an important part of PUMA’s corporate strategy and its local ambassadors complement its international line-up. Last year, the company signed pop stars Teodora from Serbia and Eleni from Greece.
