Seven-time Grammy winner and the CDFA’ Fashion “Icon” Rihanna has been named the new creative director for Puma. The singer flew to Germany on Monday night to take a her very first creative session with the design team at the brand’s headquarters. Also, as part of her multi-year partnership with Puma, she will become a brand ambassador alongside sprinter Usain Bolt. So, make you to look out for RiRi in the AW15 ad campaign.
“Signing Rihanna is a fantastic step for Puma,” says Puma’s chief executive officer Bjørn Gulden. “Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand.
Rihanna will oversee the athletic brand’s women’s fitness and training line, which will also include apparel as well.
Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group,” Puma Chief Executive Bjørn Gulden said during an interview. “She is putting strength to the brand in an era when we need it.”
Bolt’s first atempt was to hire an athlete but Puma felt that they need someone with global appeal, so the next step was to find a celebrity that was well known. Claiming that sports and lifestyle go together and Rihanna was perfect.
“I loved their vision for the collaboration and especially the creative freedom,” Rihanna said. “They didn’t just want to throw my face on a billboard and call it a day.”