The 'Diamonds' hitmaker will not only oversee the creative direction of the womenswear line but also serve as a global brand ambassador.
- December 16, 2014
AceShowbiz -
Rihanna is named the new creative director of Puma. The songstress will be overseeing the womenswear line, and has flown to Puma's headquarters in Herzogenaurach, Germany for her first meeting with the design team.
RiRi has signed a "multi-year partnership" with the company and is expected to take a "hands-on approach" to "work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio."
"Signing Rihanna is a fantastic step for Puma," said Puma's chief executive officer Bjorn Gulden. "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."
In addition to helping with the design, RiRi will serve as Puma's global ambassador joining famous sportsmen like Jamaican sprinter Usain Bolt and Italian footballer Mario Balotelli. Her ad will not be out until next year, but she already started promoting the brand online.
