PUMA will be launching a new silhouette this weekend exclusively for women with the arrival of the PUMA Nova GRL PWR.

PUMA and Lola Plaku, music industry power player and Lola Media Group CEO will release the exclusive PUMA Nova GRL PWR sneaker this Friday, January 18th on PUMA.com and in select stores worldwide. This is Lola?s first sneaker release as part of PUMA?s Co-creative platform. ?Lola is known for spearheading a mission to empower young women, and this partnership pays tribute to her efforts with a Nova sneaker pack aptly titled GRL PWR,? says Yassine Saidi, PUMA?s Senior Head of Select. ?Lola inspires others to create change and push culture forward, making her the perfect co-creator of the new Nova.?

Designed by Lola, the Nova GRL PWR has a bold, 90?s inspired silhouette, rendered with a slim mesh upper with leather overlays and vibrant color blocking. Lola chose distinct color palettes for the sneaker, dropping in two colorways, Black?Surf the Web and Peach Bud?Pearl Blush. With GRL PWR branding on the heel tab, the look is finished with a lace closure system. A natural trendsetter, the GRL PWR woman embraces her feminine side while still valuing the comfort and street style swag that compliments her active lifestyle.

Lola shares, ?This campaign is truly about building self-esteem and creating a platform for self-discovery, growth and empowerment. Girls and women should believe they can be anything they want to be.? Having forged her own path in the male-dominated music industry, Lola is passionate about paving the way for other women by fostering career development. The narrative behind the Nova GRL PWR aligns with her GIRL CONNECTED mentorship program, which will pair aspiring female professionals with her industry colleagues to learn the various aspects of the music business (A&R, creative, marketing, etc.) Last year, Lola hosted GIRL CONNECTED events in London, Atlanta and Toronto in partnership with WeWork and also hosted two events at the NYU Clive Davis Institute in New York City. The full GIRL CONNECTED program will launch later this year. In March, Lola will release her second PUMA Nova iteration and will also be a featured speaker at the annual SXSW Conference in Austin, Texas.

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