Rihanna has been named creative director of Puma, overseeing the direction of the womenswear line, and will join famous sportsmen including Usain Bolt and Mario Balotelli as a brand ambassador.
The singer has signed a multi-year partnership with the company and is said to take a hands-on approach–working on Puma’s fitness training collections across apparel as well as shoes. She will work with the brand to design and customize classic Puma styles as well as create new styles to add to its product portfolio.
Puma is going under a series of makeovers to help it compete with the big two–Nike and Adidas–in terms of sales and brand reach.
“Signing Rihanna is a fantastic step for Puma,” Bjørn Gulden, Puma’s chief executive officer, said. “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.”