To expand their horizons even further, PUMA began sponsoring a major internationally known ballet company, The New York City Ballet.[1] The two year sponsorship agreement began between the companies in 2016. In spring/summer of 2017, their first collaborative collection the Swan Pack arrived on the scene. Since then, further collaborations have ensued, including New York City Ballet's most recent advertising campaign #SweatBeauty. This campaign is based on the famous quote by George Balanchine (the company's founder), "First comes the sweat. Then comes the beauty."