Cape Town, South Africa; 17 June 2021 — Sports company PUMA and brand ambassador and LGBTQIA+ activist Cara Delevingne are celebrating Pride Month with this year’s Forever Free Pride Collection, made to inspire others to be free from fear and believe in themselves.

This is Cara’s most personal and introspective collection, inspired by the idea that in order to exist to one’s fullest potential, we must express and show all the parts that make us unique.

“For my second Pride collaboration with PUMA, I wanted to not only celebrate Pride month but also honour the strength of the community, specifically in regard to the mental health hurdles that the LGTBQIA+ community has faced,” said Delevingne. “I’m incredibly excited for the impact we will be able to make financially with the generous pledge PUMA has made to my foundation – there are loads of many deserving organisations that I’m looking forward to supporting.”

In an effort to raise awareness and support around the community, PUMA has announced that 20% of the proceeds, with a maximum donation of $500,000 USD, from the sales of this collection will go to the Cara Delevingne Foundation, a project of the Giving Back Fund, and be used to support LGBTQIA+ charities around the globe.

“PUMA is proud to celebrate Pride month with Cara and support the work she does year-round for the LGBTQIA+ community,” said Adam Petrick, Global Director of Brand and Marketing for PUMA.

Dropping soon in South Africa, the footwear includes a Pride inspired take on the classic PUMA Suede (R1 599) and Future Rider (R1 899). Bright details and ombre, rainbow and purple accents bring a sense of joy and celebration to the collection. Not available in South Africa but included in the collection is apparel such as tees, hoodies, a bodysuit and leggings.

The Pride collection is part of PUMA’s She Moves Us platform, which highlights some of its top female brand ambassadors to celebrate the women who have moved culture and sports forward and to inspire other women around the world. To learn more, click here.

Keep an eye on PUMA South Africa’s TwitterInstagram or Facebook for the in-store date and availability of the Suede and Future Rider.