Rihanna Is the New Creative Director and Face of Puma
Rihanna has been confirmed to be the new creative director and face of the German sportswear giant Puma as part of the brand's attempt to boost sales by entering the market for women leisure gear.
The terms of the agreement were not disclosed but Rihanna seems to be in it for the long haul. The pop star signed a multi-year endorsement deal that allows her to directly influence the product-design process starting as soon as this spring, Puma said in a statement according to The Wall Street Journal.
"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."
Gulden said that finding a top name for women's training was important to complement the brand's strength in football, running and motorsport, reported DNA. He added that Rihanna was a natural choice for them, noting that her global profile, her charisma and individuality, her ambition, all these things make her a perfect ambassador for their brand.
Rihanna has also expressed her excitement over this new collaboration.
"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," she said.
Puma has launched this year its biggest marketing campaign under a new slogan, "Forever Faster." The campaign highlights two of the main athletes sponsored by Puma, Jamaican athlete Usain Bolt and Argentine soccer star Mario Balotelli.
