Rihanna has been appointed global ambassador for women’s training at Puma and will serve as the sportswear brand’s women’s creative director from January.
As women’s creative director, she will influence product collections from as early as 2015 working in partnership with Puma’s internal product creation team. She will help to design and customise classic styles, as well as create new products.
Rihanna will play a starring role in Puma’s brand campaign, Forever Faster, alongside sports stars such as Usain Bolt and Sergio Aguero. She will also take part in consumer and retail events, training and fitness-related social media content and product programmes.
Puma chief executive 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. 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.”
Puma is owned by French luxury fashion house Kering.