Puma knows a thing or two about taking direction from women with style. This past year, tastemaker Solange launched a successful sneaker collaboration with the brand that recently led to a second release. And today, Puma has done it again by naming 2014 CFDA Style Icon and seven-time Grammy winner Rihanna its new creative director and global ambassador for women’s training.
The company announced Tuesday it has signed a multi year partnership with Rihanna, which will start Jan. 15, 2015. As part of the deal, Rihanna will work with the company’s internal production creation team to design and customize new Puma styles aimed to inspire confidence in women during training sessions and beyond. She will also star in Puma’s campaign, Forever Faster, amongst some of the world’s top athletes including runner Usain Bolt.
On her new role, Rihanna said, “It’s great to find a brand that celebrates strength and individuality. I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”
Rihanna and Puma fans will also have an opportunity to interact with the collaboration through consumer and retail events, training and fitness related social media content, and product programs launched worldwide.
But fans are not the only ones excited for the collaboration.
Puma CEO Bjørn Gulden said, “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.” He added, “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.”