Puma unveiled its first ad starring pop star Rihanna on social media with a caption, “An icon who does it all needs a shoe that can keep up. Introducing the Pulse XT, worn by @badgalriri.#ForeverFaster.”

In December, Puma announced that the 27-year-old would become Puma's global
ambassador for Women's Training and serve as the Puma women's creative
director.

“Signing Rihanna is a fantastic step for Puma,” said Puma CEO Bjørn Gulden, in December. “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.”