Puma and pop star Rihanna announced a new multi-year partnership, kicking off in January 2015. Rihanna will become Puma’s global ambassador for Women’s Training and serve as the Puma women’s creative director, bringing her styling sensibilities and innovation to Puma’s collections.
Puma said “Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the Puma brand.”
Through this partnership, Rihanna will be the face of Puma’s Women’s Training category. Fans can anticipate Puma and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment. No stranger to breaking the mold with beauty, fashion and lifestyle trends, Rihanna, with Puma’s support, will bring her personal touch and creativity to the athletic world.
Rihanna will also assume the role of Puma’s Creative Director for the category, directly influencing product collections as early as 2015, and working in partnership with Puma’s Internal Product Creation team. These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves – the exact confidence for which Rihanna is so well known and celebrated. As part of her role, Rihanna will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio.
“It’s great to find a brand that celebrates strength and individuality,” said Rihanna. “I couldnt think of a more perfect partner to collaborate with as a creative director. Im excited for you to see what Puma and I come up with.”
Rihanna will play a starring role in Puma’s brand campaign, Forever Faster and be featured along with many of Puma’s world-class athletes such as Usain Bolt and Sergio Aguero. Puma and Rihanna will launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content, and product programs.
“Signing Rihanna is a fantastic step for Puma,” said Puma CEO Bjørn Gulden. “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. Were delighted to have her as a partner, and were looking forward to what’s to come.”
Adam Petrick, Global Brand & Marketing Director for Puma said, “Rihanna brings joy to audiences around the world but also ignites and awes. Puma admires her for never waiting for the next big thing, but more so for driving what happens next – in fashion, style, music and soon to be – sports. We cant wait to empower women worldwide with Rihanna – she demonstrates a body confidence and determination that is the exact representation of the Puma Woman.”