The singer has reportedly signed a seven-figure deal to design for the sportswear label’s womenswear categories. She will also star in the brand’s autumn/winter 15 advertising campaign.
“Signing Rihanna is a fantastic step for Puma,” Puma’s CEO, Bjørn Gulden, told WWD. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. 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. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”
It’s not the first design foray for the 26-year-old: she previously collaborated with high street retailer River Island on a capsule collection, which made its debut as part of London Fashion Week, and enjoyed an ongoing creative partnership with MAC Cosmetics.
But she’s not the only high-profile figure to work with Puma, either: Solange Knowles has also collaborated with the brand on a range of trainers, while their roster of celebrity ambassadors also includes the world’s fastest man, Usain Bolt. It’s believed that Rihanna’s new role will involve the creation of footwear, accessory and apparel lines. She had her first meeting at Puma’s Germany HQ on Monday, to begin discussing colours, styles and a general direction for the brand.
You go girl!