Reggae songstresses Lila Ike and Sevana have been added to the slew of Jamaican stars representing the PUMA sportswear brand.
The two youngsters are collaborating with PUMA Middle East, as part of a new campaign, set to launch shortly in that region. They join sprint kingpin Usain Bolt and fellow reggae singer Christopher Martin as celebrities who have repped for the German brand. They will also be appearing at Dubai’s annual footwear, music, art, and lifestyle festival Sole DXB, which is set to take place at the Dubai Design District between December 5 and 7.
“I couldn’t be more excited to share this collaboration with Puma Middle East aaaand on my birthday!!! Heeeeeey girl @lilaike. Shot by @nius1x,” Sevana posted this morning beneath a photo on her IG page of herself sporting PUMA gear.
Lila Ike had first posted about the Dubai gig on October 23, noting on Facebook that she was excited about performing in Dubai for the first time, and would be doing so on the PUMA stage.
“Check it!!! So excited!’ she had exclaimed in the post.
The PUMA photo and video campaign featuring the two young women was shot by Jamaican filmmaker, Nile Saulter. Saulter, who is originally from West End, Negril, has also shot videos for Lion Order by Jesse Royal and Protoje, Graveyard by Tarrus Riley, and Love Yuh Bad by Popcaan. He is also a founding member of the New Caribbean Cinema.
The Sole DBX organizers have noted that this year’s event will celebrate ‘the sights and sounds of Jamaica.’
“The Jamaican sound system is the most influential force in contemporary popular music today, so we went to Jamaica to find out how an island nation of 2.8 million has continued to punch far above its weight for over 60 years,” the organizers noted on their website in describing a video they conducted on Jamaican culture.
“The Jamaican diaspora has influenced what we listen to and how we create. And that’s why we look forward to celebrating all that the island has given us,” it added.
Protoje and Koffee will perform on the main stage, while Lila Ike and Sevana, will both perform in the PUMA space. All four are expected to perform at the festival on Friday, December 6.