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Pumas intentions to capture the young teen demographic was solidified once Kylie Jenner joined forces with the sneaker brand. Revealed through Jenner’s instagram, it starts with an ad featuring a new sneaker called the Puma Fierce which looks very similar to Rihanna’s Fenty Trainer silhouette, only without the gaudy tongue.

Will Jenner’s affiliation help the brand appeal to the younger, impressionable, generation? All signs point to a resounding “yes”, given just how successful her side-hustles have been and how coveted Kylie is among other brands.