Puma celebrates women’s diversity with Mayu Girls campaign
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Look around you. Each and every woman you see has a story to tell — an inspiring one, a tickling anecdote or one that is hard to chew. These stories of everyday women represent their values and fighting spirit, as well as their goals and adventures that they carry with them all the time.
PUMA Southeast Asia’s “We Are #MayuGirls” campaign celebrates the authenticity and diversity of everyday women. She embodies the Mayu Girl attitude of being confident, inspiring and passionate. She is a role model to her peers and those around her. She breaks free from societal limitations and pursues her passion and goals with grit.
This is what she is and what she does. The Mayu Girl defines her own norms.Although the Mayu Girl is the go-to aspiration for most, she can’t always be expected to be the flawless, hard-pressed superhero. She is independent and strong, but stumbles and is vulnerable a times. But the Mayu Girl never gives in and always looks for the brighter side of things. She picks herself up, dusts herself off, and continues onward to get what she wants.
“We Are #MayuGirls” doesn’t just celebrate the crowning glories of these individual women but changes the narrative through collective inspiration. Across all domains, PUMA strongly believes that women have the collective power to move the needle and to propel those around them forward through their own unique achievements. And that is the essence of the campaign — to be the zeitgeist of empowerment through real stories of diverse individuals with the common thread of a confident, inspiring and passionate Mayu Girl,” shares Eleanor Wang, PUMA Southeast Asia’s Head of Marketing.
“We want women to know that no matter the background or profession, anyone can be Mayu Girl too, with the right attitude,” she adds.
So, look around you. Look to your mother, wife, sister, daughter, colleague, and best friend. The spirit of the Mayu Girl is everywhere and can be found right beside you at your dinner table. Or, you can check out these trailblazing Mayu Girls below if you’re in need of some immediate inspiration!
“We want women to know that no matter the background or profession, anyone can be Mayu Girl too, with the right attitude,”
The Mayu Girl is the embodiment of a fighting spirit who struggles but forces her way forward to get what she wants. And that is quite literally why Nur Amisha Azrilrizal makes the perfect Mayu Girl specimen. She joins PUMA’s call as a professional Muay Thai fighter and to her, the Mayu Girl spirit is all about staying true to your passion and reaching for your goal with a never-give-up attitude.
“Muay Thai has never just been a sport for me, nor has it ever been about medals. Since young, Muay Thai has been my pillar of strength and a torch to guide me through my darker days when bullying from peers was something I faced,” recalls Nur Amisha of her journey. “Staying true to who I am and persevering has allowed me to thrive despite the environment. Now I am standing tall and proud to be a part of PUMA’s “We Are #MayuGirls” campaign to inspire those who are facing similar challenges.”
While Nur Amisha is an exemplary example, the Mayu Girl isn’t limited to one style of role model. The spirit of a Mayu Girl can be shown more subtly, but definitely does not burn any less intensely.
Dentist and content creator, Dr. Kayla Teh addresses the importance of pursuing your goals with passion.
Here is another excellent example of the quintessential Mayu Girl. Dr Kayla Teh, a Malaysian dentist, shares that the spirit of the Mayu Girl is not about pursuing the most illustrious career, but having the right attitude towards the everyday task.
“As a content creator who’s also a full-time dentist, I often get asked on how do I do it all. Truth is, it’s not easy. But I am a firm believer in hard work and a positive attitude. Challenges to me are not hardships, but opportunities for growth. That’s the Mayu Girl spirit that truly resonates with me — that no matter what challenges we face, embrace it with the right attitude. Don’t be afraid to pursue our goals with passion and inspire those around us,” she shares.
Questions & Answers
Q.What is the primary objective of Puma Southeast Asia's 'We Are #MayuGirls' campaign?
What is the primary objective of Puma Southeast Asia's 'We Are #MayuGirls' campaign?
The campaign aims to celebrate the authenticity and diversity of everyday women, acting as a zeitgeist of empowerment through real stories. It seeks to show that any woman can embody the confident, inspiring, and passionate Mayu Girl attitude.
Q.What qualities define a 'Mayu Girl' according to Puma?
What qualities define a 'Mayu Girl' according to Puma?
A 'Mayu Girl' is confident, inspiring, and passionate, defining her own norms and breaking free from societal limitations. She is independent and strong, but also acknowledges vulnerability, always looking for the brighter side and persevering towards her goals.
Q.Which specific individuals are highlighted as examples of 'Mayu Girls' in the campaign?
Which specific individuals are highlighted as examples of 'Mayu Girls' in the campaign?
Professional Muay Thai fighter Nur Amisha Azrilrizal is featured, embodying the spirit through her never-give-up attitude. Dentist and content creator Dr. Kayla Teh also represents the Mayu Girl, emphasising the importance of pursuing goals with passion and a positive attitude.
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