Puma announced the return of its partnership with singer and businesswoman Rihanna and her Fenty brand with an innovative two-word statement: “She’s back.” The message was shared via a post on Puma’s Instagram page.
Rihanna first signed a multi-year partnership with Puma in 2014 to become a global ambassador for Women’s Training and serve as a creative director. Her most recent collection for Puma was released in 2017. The Puma x Fenty collaboration took the Puma brand to the New York Fashion Week catwalk for several seasons.
The announcement follows Rihanna’s recent stage comeback after she performed at the Super Bowl halftime show.
Puma is celebrating 75 years this year, with events expected to celebrate both sporting successes and to look beyond the pure sports realm by also recognizing Puma’s influence on culture.
