share

Rihanna is Puma's new creative director

The singer will also be the sportswear label's global brand ambassador

By Jamie Khoo | Published: 17 Dec 2014

Rihanna x Puma
Photo: badgalriri/Instagram

There's been speculation about Rihanna doing something with Puma for a while now. A design collaboration or a capsule collection, we thought, seeing celeb collabs are a dime a dozen these days.

But actually the news is a lot bigger than that, as WWD reports, because our badgal RiRi is in fact the brand's new creative director. Woah! But that's not all. She'll also be a global brand ambassador alongside current ambassadors Jamaican sprinter Usain Bolt and Italian footballer Mario Balotelli.

Rihanna has signed a "multi-year partnership" with the Kering-owned brand and will work on Puma's womens' collections, including fitness and training, apparel and shoes. A statement released by Puma added that Rihanna "will work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio."

Riri took to Instagram to announce the news, posting a series of photos of herself at Puma's headquarters in Herzogenaurach, Germany on Monday during her first creative session with the brand.

 

 

the face you make when you the Creative Director of a sportswear company #PUMA

A photo posted by badgalriri (@badgalriri) on

 

 

A photo posted by badgalriri (@badgalriri) on

 

 

.

A photo posted by badgalriri (@badgalriri) on

 

 

on the dotted line. #PUMA

A photo posted by badgalriri (@badgalriri) on

 

 

calling. all. bitchez. #PUMA

Uma foto publicada por badgalriri (@badgalriri) em

Rihanna brings with her experience on collabs with beauty and fashion brands including MAC Cosmetics, Giorgio Armani and Gucci. Puma's chief executive officer, Bjørn Gulden, also noted her "strong portfolio in football, running and motorsport" and "her global profile, her charisma and individuality, her ambition" which lend to her being "a perfect ambassador for our brand."

Or maybe it's just that she has a massive social media, following with 14.4 million Instagram and more than 38 million Twitter followers. As the sportswear brand has been trying to revive itself for nearly five years, it wouldn't be naïve to think this was a strategic move to regain a sound following (and business) again.

In the meantime, it has been reported that Kering is looking into selling the sportswear brand and has been in private talks with potential buyers.

We have to say that with Rihanna in the bag now, that'd be a pretty plum deal.

Related: Rihanna is back on Instagram
Related: Rihanna Intends to Launch Her Own Label


Most Popular

Advertisement

MORE, MORE, MORE

MCM Mitte Brocade

MCM Mitte Brocade

Watch the craftsmanship that goes behind this covetable statement piece

BFA 2016 winners

BFA 2016 winners

Gucci, Demna Gvasalia, and Gigi Hadid were a few of the night's big winners

ELLE Instagram
Advertisement
ELLE Instagram