Lisa Zimouche: French-Arab Puma Ambassador

With an ethnic Arab population of over half a million, Paris has been the centre of Middle Eastern and North African diaspora for many years. As with all diaspora, their original culture does not fade with travel. Instead, this is preserved in towns across the West through fashion, music, food and sport.

As we see how diversity plays a vital role in shaping our modern society, this now is being incorporated into the fashion and design world. German sportswear brand Puma had recently announced the release of the street inspired football trainer, the 365 Ignite Netfit accompanied with a release party and a football tournament in the heart of Paris. But that wasn’t all for Puma, they also appointed Lisa Zimouche as one of their football ambassadors at just 18 years old, alongside fellow street ball influencer Jeand Doest and French rapper MHD.

Hailing from the multicultural haven of Paris, Zimouche is a French national with Arab roots whose career started when choosing to leave the Paris Saint-Germain youth squad at 14 years old to pursue her love for freestyle football; a decision that has certainly paid off. Now, being the 2015 Penne world champion, having 1.3million Instagram followers and skilling up the likes of living legend Ronaldinho; her credentials are nothing to be played with as she sets her mark on the scene.

An inspiration to women across the globe, Zimouche has stayed true to herself and her dreams. As a POC female in a male-dominated sport, Zimouche has broken the major barriers of today’s western society, race and gender. At the same time breaking the barriers of traditional eastern culture, gender and independence. With her determination and vision, she has silenced every stereotype critic on the way to the top. Lest we forget, she is still a teenager.

With Nike arguably being the most innovative brand in modern design. Also being at the forefront of diversity; recently showcasing the Nike Pro Hijab in the midst of Saudi Arabia declaring it will remove their archaic law of banning female spectators at sports stadiums. Puma has too changed its traditional marketing strategies to adapt to the ever-evolving shift in consumer attitudes of youth culture, showing its acknowledgement of diversity through R&B superstar ambassadors such as Rihanna and The Weeknd and through streetwear, having collaborated with A Bathing Ape and Trapstar.

By Ali Twice