PUMA Adds Another Caribbean-Born Mega Star To Its Team

Rihanna posted this photo to her Instagram followers to announce the deal. (Twitter image)

By NAN Staff Writer

News Americas, NEW YORK, NY, Weds. Dec. 17, 2014: PUMA, one of the world’s leading Sports Brands, has tapped another Caribbean-born mega-star to join its marketing and promotional team.

Barbados-born singer, actress and entrepreneur, Rihanna, has been signed as the company’s new creative director from January 2015 and will work  in partnership with the Internal Product Creation team at PUMA, the company announced in a press statement yesterday.

Rihanna, who was recently crowned the CFDA’s latest Fashion Icon, will join the world’s fastest man and fellow Caribbean star, Usain Bolt, as brand ambassadors of PUMA for Women’s Training .

The company said the multi-year partnership deal signed with the ‘Diamonds’ singer will include collaborations in apparel and footwear and her designs may be seen as early as the 2015 collections.  As part of her role, Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.

The singer will also play a starring role in PUMA’s brand campaign and will be featured along with many of PUMA’s world-class athletes such as Bolt and Sergio Aguero.

PUMA and Rihanna will also launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content and product programs.

“Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand,” the company said in a statement.

“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 commented on the deal.

“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,” said Bjørn Gulden, CEO at PUMA. “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.”