Puma has just confirmed that Rihanna will be the brand’s creative director, campaign star and global brand ambassador. The CFDA 2014 style icon award winner will be overseeing the creative business of Puma’s Women’s Training Category. Previously the singer has collaborated with River Island for a capsule collection. Riri has signed a seven-figure deal with Puma for this multi-year partnership. And, yes, she will also be seen in Puma’s Autumn/Winter 2015 Ad campaign.
“Signing Rihanna is a fantastic step for Puma. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values Puma strives for: to be Confident, Brave, Determined, and Joyful. 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,” Björn Gulden, CEO of Puma, said in a statement.
Riri is already on the job and had her first meeting with the creative team at Puma’s headquarters in Herzogenaurach, Germany. She even instagrammed a pic of herself, wearing a pair of Puma kicks and with a hashtag #PUMA.