HERZOGENAURACH, Germany, Thursday December 18, 2014 – Barbados’ pop princess Rihanna has been named the new creative director for lifestyle and activewear brand Puma.
The multiple Grammy award-winner will oversee the company’s women’s line, including footwear and clothing, during her “multi-year partnership,” according to a report in Women’s Wear Daily.
The 26-year-old singer will also star in the brand’s autumn 2015 advertising campaign, and will be one of its global brand ambassadors alongside Jamaican sprint sensation Usain Bolt and Argentine soccer player Sergio Agüero.
Rihanna’s new role will see her working with Puma “to design and customize classic Puma styles as well as create new styles to add to the product portfolio,” according to a press release.
The “Diamonds” singer flew to the firm’s headquarters in Herzogenaurach, Germany, this week for her first design meeting, and followed up by posting pictures from the trip to Instagram. In all of the images, her white Puma sneakers are prominently displayed.
In an uncaptioned photo, she unveiled the “Rihanna x Puma” logo, moving on to add her own inimitable style with a picture showing just her shoes with the caption “Creep” and the Puma hashtag.
In another photo, captioned “Such a f****n lady,” she wore an all-white outfit to match the sneakers, and in another she was pictured standing in front of a huge Puma ad starring Brazilian soccer player Marta Vieira da Silva with the text “Calling all b*****s.”
Puma, the world’s third-largest sporting goods brand after Nike and Adidas, said partnering with Rihanna was a logical decision.
“Signing Rihanna is a fantastic step for Puma,” said the company’s CEO 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.”
The move comes as Puma, which is owned by French company Kering, is trying to re-position itself as a lifestyle and activewear brand, rather than the latter alone.
Rihanna will reportedly start influencing product collections as early as next year.