Sportswear brand Puma has announced singer Shan Yichun as its new Greater China brand ambassador. The collaboration aims to connect with younger audiences through music, fashion, and sports. Shan Yichun, winner of Sing! China in 2020 with over 10 million Weibo followers, is noted for her authentic public persona, which Puma states aligns with its brand spirit. The announcement featured Shan in Puma’s T7 jacket and Speedcat shoes, using a campaign format where she personally revealed the ambassador poster. Puma has been expanding its ambassador roster, having signed Blackpink member Rosé as a global ambassador in 2024. The move is seen as part of Puma’s strategy to deepen ties with young consumers in China.