Rihanna, the American singer who acts as Puma's main female...

2016-01-22T00:00:00+00:00

Rihanna, the American singer who acts as Puma's main female testimonial, has been listed by The NPD Group as the world's most marketable celebrity

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“She’s back”: Puma announces renewed collab with Rihanna

2023-03-02T12:52:00Z

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. Fenty x Puma Rihanna first signed a multi-year partnership with Puma in 2014 to ...
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PUMA’s biggest World Cup kit roster in 20 years

2026-06-03T17:54:00Z By Valentina Giannella

The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
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Li-Ning signs Curry. The game changes. Our analysis.

2026-06-03T11:22:00Z By Valentina Giannella

A $400m+ deal with Stephen Curry caps a multi-year push by Li-Ning to break out of China. Here’s what the strategy actually looks like.