Official: Rihanna Is Puma’s Creative Director [With Images]

By  |  3 Comments
Share Button
Prev1 of 4Next
Use your ← → (arrow) keys to browse

riripuma1

Last month, I reported that Rihanna was close to signing a $1 million-plus contract to create sneakers and more for Puma. You can see the original post here. Now I have new information.

The Bajan beauty has been named creative director of Puma.

The seven-time Grammy Award winner and CFDA‘s Fashion Icon is to oversee the sporting goods maker’s women’s line.

Riri flew to Puma‘s Herzogenaurach, Germany-based headquarters yesterday for her first creative session with the design team, picking out colors, styles and discussing the line’s directions.

According to Women’s Wear Daily, “As part of a multi-year partnership with the activewear firm, Rihanna is to take a hands-on approach with Puma’s fitness and training line, including apparel as well as shoes. 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. She will also act as the company’s global brand ambassador, joining ranks with Jamaican sprinter Usain Bolt, football star striker 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 Bjþrn 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, who announced the partnership via social media, will likely put the world’s third-largest sporting goods maker — after Nike and next-door neighbor Adidas — ahead of its competitors 
 at least in the digital spheres. The singer boats 14.1 million followers on Instagram and 38.3 million followers on Twitter.”

Prev1 of 4Next
Use your ← → (arrow) keys to browse
Share Button
Donovan

Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.