Rihanna Named Creative Director for Puma


Rihanna Named Creative Director for Puma

Singer will collaborate on activewear, shoes with the brand.

Published December 18, 2014

Rihanna is bringing her signature style to sportswear.

The Grammy-winning singer and fashion It Girl has been named creative director of Puma. RiRi will oversee the athletic wear maker's women's line, WWD reports.

Rihanna flew in to Puma’s headquarters in Germany on Monday for her first creative session with the design team, picking out colors, styles and discussing the line’s direction. The singer “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” the company said on Tuesday.

She will also act as the company’s global brand ambassador, joining Jamaican sprinter Usain Bolt, the world’s fastest man, and Italian soccer star Mario Balotelli, among others, while also fronting Puma’s ad campaign for fall 2015.

“Signing Rihanna is a fantastic step for Puma,” said Puma’s chief executive officer Bjørn Gulden. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”

Rihanna announced the partnership to her 14.1 million followers on Instagram and 38.3 million followers on Twitter.

This won't be the first time the fashionista is dipping her feet into fashion and retailing. Rihanna collaborated on a collections with British high-street retailer River Island and with MAC Cosmetics, marking the beauty giant’s first long-term creative relationship with a celebrity.

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(Photo: Jason Merritt/Getty Images)

Written by Evelyn Diaz


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