There’s more news from the Kering group as the company continues to shake up its brands: Puma has announced that Rihanna is the creative director of its women’s training line.
The singer joins Usain Bolt and Mario Balotelli as a global brand ambassador, and attended her first meeting in Germany with the design team on Monday.
Rihanna says she will be ‘all over it’ when it comes to her involvement with the line. Puma says her influence on the women’s training line will be felt early in 2015.
Kering wants to boost Puma’s profile alongside Nike and Adidas, and Rihanna’s celebrity status should earn it new adherents.
Puma CEO Bjørn Gulden said in a release, ‘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. 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.’
Adam Petrick, Puma’s global brand and marketing director, said, ‘Rihanna brings joy to audiences around the world but also ignites and awes. Puma admires her for never waiting for the next big thing, but more so for driving what happens next—in fashion, style, music and soon to be—sports. We can’t wait to empower women worldwide with Rihanna—she demonstrates a body confidence and determination that is the exact representation of the Puma Woman.’
Rihanna has already represented brands such as MAC, Giorgio Armani, Nivea and Renault.