Who Is Maya? She’s Not Even Actual, However PUMA Has Engaged This ‘Influencer’ For Their Marketing campaign

Who Is Maya? She’s Not Even Real, But PUMA Has Engaged This ‘Influencer’ For Their Campaign

When supermodel Bella Hadid and Lil Miquela shared a kiss as a part of a Calvin Klein advert final month, it sparked a web based frenzy. Many complained that Calvin Klein was “queer-baiting” and deceiving clients with a faux lesbian encounter.

Right here’s the factor: 19-year-old Miquela just isn’t actual. She is nothing however a computer-generated mannequin, or a ‘digital influencer’ as many have coined it.

Lil Miquela for Chanel / Picture Credit score: V Journal

She can also be in actual fact, the world’s first digital influencer. Lil Miquela has been within the social media scene since 2016, however it was solely when her creators pulled a publicity stunt in 2018 did the world know that she was really fabricated from pixels.

In response to them, she was designed to easily entice ‘follows’ and ‘likes’.

Meet Maya, The Subsequent-Gen Influencer

Nearer to dwelling, we found Maya, who’s dubbed the “area’s first ever digital mannequin.”

In response to her Instagram profile (@mayaaa.gram), Maya is an “common not so common Southeast Asian digital woman”.

A fast scroll to the underside of her Instagram feed indicators that she is new to the platform with lower than 20 posts to this point. Regardless of being late to the sport, she has garnered over 7,000 followers in a span of only a month — that is no imply feat in at the moment’s aggressive market.

virtual influencer maya pumaScreenshot from @mayaaa.gram through Instagram

Her very first put up was reasonably cryptic with a “Loading…” message flashing wildly on a pc display screen, however it efficiently managed to pique the curiosity of others. Folks have been curious in regards to the that means behind this message, and based mostly on the feedback, it was clear to see that they have been excited for what was going to occur subsequent. 

virtual influencer maya pumaScreenshot from @mayaaa.gram through Instagram

Later posts revealed that it referred to the loading of her “database”, and this was subsequently adopted by posts of her physique render progress. In contrast to Lil Miquela, it was clear that Maya didn’t draw back from her true digital persona.

Since her ‘story’ is what attracts followers, Maya makes it some extent to provide her followers a first-hand take a look at her complete growth, permitting them to be part of her journey from the beginning.

We have been inquisitive about Maya’s origins, and began digging round for solutions.

We came upon that folks from throughout the area had performed a component to assist Maya discover her ‘physique’ by sharing their selfies on social media. With this pool of selfies, their similarities have been collated and rendered utilizing synthetic intelligence expertise to provide Maya her bodily look.

In different phrases, Maya is born from a collation of Southeast Asian faces — a real reflection of what it means to be Southeast Asian.

Driving The ‘Futro’ Wave With PUMA

virtual influencer maya pumaScreenshot from @mayaaa.gram through Instagram

Promptly after her ‘reveal’, Maya secured a partnership with famend sports activities model PUMA.

As an “official PUMA gal”, Maya will get to be part of its PUMA Rider marketing campaign, fronting it alongside three new regional ambassadors: Tosh Zhang (@toshrock) from Singapore, Adipati Dolken (@adipatidolk) from Indonesia, and Ismail Izzani (@ismailizzani_) from Malaysia. 

virtual influencer maya tosh rockScreenshot from @mayaaa.gram through Instagram

On Instagram, Maya teased her followers with a sneak peek (pun supposed) of the Rider sneakers and likewise documented behind-the-scenes of the marketing campaign photoshoot, exhibiting off selfies with fellow ambassadors and the PUMA crew.

Talking to Eleanor Wang, advertising supervisor at PUMA SEA, she shared that Maya is a “excellent match” for the marketing campaign as a result of PUMA wished to showcase the brand new Rider in a manner that will be relatable, but in addition recent and enjoyable — very very similar to Maya herself. 

puma future riderPUMA Future Rider / Picture Credit score: @mayaaa.gram through Instagram

So what’s it in regards to the Rider that makes it so particular? Again in 1980, the Quick Rider was considered one of PUMA’s most iconic trainers, that includes a minimalist design, light-weight development and its signature shock-absorbing Federbein outsole.

The long-lasting 80’s silhouette has since been revamped because the Future Rider (above), with an up to date fashionable aesthetic and ‘Rider Foam’ offering unparalleled consolation with each step. 

puma style riderMaya with Model Rider / Picture Credit score: PUMA

The all-new Future Rider and Model Rider cleverly fuses the outdated and new along with each retro and futuristic components, sporting a casual-cool avenue model.

Each the PUMA Future Rider and Model Rider clearly present that PUMA is betting huge on nostalgia with daring materials play and vibrant colour-blocking, whereas remaining true to its sports activities heritage. This seamless mix actually cements the legacy of the unique Quick Rider, making it a must have for retro sneaker lovers.

Each types are actually accessible on PUMA.com, PUMA Shops and choose retailers islandwide.

On March 23, PUMA will likely be launching a devoted on-line sport on its web site. Known as Rider Problem, it lets gamers accumulate factors to win prizes on a weekly foundation, which incorporates the grand prize of a year-long provide of PUMA sneakers.

It is going to be accessible for play to these in Singapore, Malaysia and Indonesia until April 26. Within the meantime, you may preserve a lookout for it on Maya’s Instagram web page as soon as it goes reside!

This text was written in collaboration with PUMA.

Featured Picture Credit score: @toshrock through Instagram / PUMA 

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