Selena Gomez is back and she means business.

In the most anticipated collection of the holiday season, Selena Gomez and PUMA teamed up to create a one-of-a-kind assortment that has ‘strength’ stitched into every piece.

For her first collaboration with the brand, Selena Gomez uses the legacies of strong women from the past to create classic pieces for today’s girl. The name of this first SG x PUMA collection is “Strong Girl”. Inspired by Selena’s initials, she wanted to show today’s girls that one of the most important qualities is ‘strength’.

The collection features confident colours and bold silhouettes with the intention of helping girls stand out from the crowd, and the many different tastes and styles will appeal to both the strong girl’s personality, as well as her day-to-day hustles.

One of the most important pieces within the collection is the SG Runner, a new shoe designed and constructed by Selena Gomez. This silhouette beautifully blends Selena’s personal style with PUMA’s classic court and running shoes.

The collection features colours Selena wears most in her daily life – black, white and grey – and hidden ‘strong girl’ inspirational messages add a nice surprise on certain pieces.

Many design choices are a nod to 1992, the year Selena was born. Though the apparel is grounded in running and training design, there is an intentional fashion focus.

The “Strong Girl” collection empowers women to stand out from the crowd. As the ultimate strong girl, Selena is no stranger to challenges, and explains what the inspiration is behind her first PUMA collection:

Strength is something I try to own every day. I wanted to create a collection that makes women feel sexy, empowered, and strong. I love every piece that I designed and hope it inspires others to find their inner strong girl.

To celebrate strong women uplifting other women, PUMA and Selena brought together a powerhouse team of ladies to be a part of this first SG x PUMA campaign. Selena had one thing to say about her friends

I would not be where I am today if it wasn’t for my girlfriends.

The SG x PUMA “Strong Girl” collection will be available globally on December 12, including PUMA stores and independent retailers here in South Africa, and you can keep up to speed with all the latest developments on the PUMA SELECT website.

If you want to join in on the celebration of the strong girl within, you can share your best outfit pics and tag @PUMAWomen and us the hashtag #SGxPUMA.