In the same year that Rita Ora partnered adidas Originals and Beyoncé signed a 50/50 athletic wear deal with Topshop’s Philip Green, Rihanna this week has become the latest female musician to announce her contribution to the arena.
Following the lead of Knowles junior (Solange previously worked with the brand on two collections), as of next month the Barbadian singer will begin a new multi-year role as Global Ambassador for Puma, serving also as the brand’s Creative Director for Womenswear.
“It’s great to find a brand that celebrates strength and individuality,” states Riri, “I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”
A new campaign titled ‘Forever Faster’ will see her feature alongside Puma sponsored athletes such as Usain Bolt and Sergio Aguero, while fan ‘participation’ has been noted by Puma as a key highlight of the new partnership.
Offers CEO Bjørn Gulden, “Signing Rihanna is a fantastic step for Puma. 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.”