Puma, the well known German activewear company, has named its new Creative Director of Women’s Clothing and it is a name we hear all the time: Rihanna. She might be known for singing some of our favorite songs over the years, but she is also a fashion icon in her own right, now taking her love of fashion to a new level.
Rihanna has already attended her first creative session at the Puma headquarters in Germany just last week. In her new role, she will be overseeing the women’s line of clothing, focusing on fitness and training clothes and will also be a brand ambassador for the company. This ranks her along with famous all-star athletes, like Olympic track star Usain Bolt.
Adam Petrick, Puma’s global brand and marketing director explains rhat the company wanted a women that resonated all over the world, but there wasn’t a women athlete at the time that fit their criteria. Although not an athlete, Rihanna had the “body confidence, bravery, and determination” that Puma was looking for and she, of course, resonated all over the world.
The position of Creative Director, he claims, was really Rihanna’s idea. She didn’t want to just be another “face” in the Puma campaign. Part of the agreement was that she did agree to wear exclusively Puma exclusively for athletic and street wear.
Puma called her a “a game-changer”. They believe in her creativity, consistency, and ability to “push the limits” for their athleisure in this multi-year partnership. She will also appear in the Kering-controlled athletic giant’s Fall 2015 campaign. We can’t to see what Rihanna and Puma can do together! Congratulations to you both!