From what I have understood of the Vayner Media company, the one she went to a meeting of with this Higgins guy form the tv show Shark Tank a month ago, it is all about helping you promote your brand/activity through social media and other form of communications, and it seems she is applying those teachings with the Puma stuff: the multiple teaser of a new thing coming, the lot of promoting videos on ig sttories and the regular ig posts, even after the campaign reveal lots of videos of her using Puma gear to work out. That's so not her usual way, and it reflects this new strategy. They don't do it for free, all the contrary, they get paid and well, if I remember correctly from the company's page I checked a while ago it costs from 25k $ a month and raising, so I hope it does work and help her with her career. So far I personally like the way she handles the Puma campaign, the fact that a testimonial tries to show us that she uses the products for real in her life, with amazing results because we all can see how hard she works out and that she looks so otherwordly good and young at 37, is a good way to make potential buyers interesred in the products in a more friendly way then traditionl, frontal and kinda brutal advertisement campaigns.