Rihannahas emerged as the creative director of Puma. Rihannawill oversee the direction of their women’s line.. which includes sports kits and gears. Rihannajoins the likes of Cesc Fabregas, Balotelli and Usain Bolt as brand ambassador of the German company.
Rihannaflew into Germany yesterday and had her first creative meeting with the design team at PumaHQ.
Having signed a “multi-year partnership” with the company, Rihannawill take a “hands-on approach,” WWD reports, working on Puma’s fitness and training collections across apparel as well as shoes.
Rihanna“will work with Pumato design and customise classic Pumastyles as well as create new styles to add to the Pumaproduct portfolio,” Pumasaid in a statement today.
Pumahas been working night and day to compete with Adidas and Nike in terms of sales and brand reach in the past few months having signed a mouth watering deal with Arsenal Football Club.
It’s far from Rihanna’s first foray into fashion, with successful link-ups with labels including River Island, MAC, Giorgio Armani, Balmain and Gucci all already on her CV.
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