Rihanna announced via her Twitter account this morning, that she will be the new creative director for Puma. She will be overseeing the company’s women’s wear line, including shoes and clothing.
The brand said partnering with Rihanna was a logical decision. “Signing Rihanna is a fantastic step for Puma,” said Bjørn Gulden, Puma’s CEO. “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.”
The move comes as Puma, which is owned by French company Kering, is trying to re-position itself as a lifestyle and activewear brand, instead of just the latter. They are currently the world’s third-largest sporting goods brand, behind Nike and Adidas.
She will start influencing product collections as early as 2015. She will also be the face of the brand’s fall 2015 ad campaign.