Confirming a strong rumor, Puma and Rihanna have announced a new multi-year partnership, starting in January 2015. The seven-time Grammy Award winner will become the global brand ambassador for Puma's women's training category. As part of the deal, she will also serve as the brand's creative director, to further develop former and present clothing and shoe styles as well as help create new styles, in partnership with Puma's internal product creation team.
Rihanna's full name is Robyn Rihanna Fenty. She was born in the Barbados on Feb. 20, 1988. She has sold more than 150 records around the world. Billboard magazine named her the Digital Songs Artist of the 2000s and she still ranks among the top 100 artists of the current decade. Two years ago, Forbes ranked her as the fourth most powerful celebrity of the year.
Puma stresses that Rihanna's global profile, charisma and ambition made her a perfect choice as a brand ambassador. The singer is an icon for the young consumer, and Puma is particularly targeting the age group 14 to 25, in which she is especially popular, said the company.
The singer is no stranger to the fashion business and is known for her daring outfits, including a famous nearly-nude crystal gown she wore to the 2014 Fashion Awards of the Council of Fashion Designers of America (CFDA), where she got a lifestyle achievement award. She has also created a collection with River Island, the British fashion retailer.
As part of Puma's Forever Faster campaign, Rihanna will be featured along with many of the world-class athletes sponsored by the brand such as Usain Bolt and Mario Balotelli.
Puma and the pop singer will launch various fan activation initiatives around the world such as retail and consumer events, training and fitness-related social media contents, and product programs.
Puma did not reveal the cost of the partnership, which is the first of its kind for the brand.
