PUMA launches JER-SHE, a collection that encourages women to tell their stories through style. Designed as a blank canvas, the capsule celebrates the authenticity of those who wear it and champions freedom of expression. It can be seen as a reinterpretation of the blokecore trend with a distinctly feminine twist.

Inspired by football, basketball, and motorsports, JER-SHE redefines sportswear with new proportions and deconstructed structures, offering a fresh take on technical apparel. “This campaign celebrates the diversity and strength of women in sports. Each shirt represents a blank canvas for expressing who they are and what they stand for,” says Maria Valdes, Chief Product Officer at PUMA.

Three iconic shirts are reinvented with bold designs and innovative details, while a Bucket Hat completes the look with a distinctive touch. “Every style choice tells something about us. With JER-SHE, we want to give women the opportunity to rewrite the rules and make their voices heard,” adds Julie Legrand, Senior Director of Global Brand Strategy & Communications.

JER-SHE is part of PUMA’s journey toward a more inclusive and dynamic future, where sportswear becomes a tool for empowerment. Available from March 1 on PUMA.com, at flagship stores, and select retailers, this collection invites women to write their own story, one garment at a time.