Puma taps Rihanna as Creative Director
Rihanna becomes the face of Puma
“on the dotted line. #PUMA” the Bajan beauty shred via Instagram, whose fans quickly congratulated her on reaching a multi-year deal with the German sportswear company.
“This is so epic and you look so good. Forever faster and badgalriri oh yeah I’m ready 4 it,” read one comment.
“Started from the bottom now we herrre,” read another.
Next month, RiRi will begin working as the brand’s “global ambassador” for women’s fitness, as well as serve as the creative director for women’s products, directly influencing the product-design process starting as soon as this spring, Puma stated in a press release.
Although the terms of the agreement have yet to be disclosed, Puma chief executive Bjørn Gulden was clearly pleased with the company’s decision to strike a deal with one of this generation’s biggest fashion icons.
“Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group,” Gulden said during an interview. “She is putting strength to the brand in an era when we need it.”
“I loved their vision for the collaboration and especially the creative freedom — they didn’t just want to throw my face on a billboard and call it a day,” Rihanna said in a statement.
Do you think Rihanna is the ideal spokeswoman for young women who want to stay fit and look good? – ruu hawkins/@ruubabie
