Rihanna is the New Creative Director of PUMA

Singer signed contract to collaborate with the new collections of running and lifestyle from 2015.

PUMA has just announced an unprecedented partnership with singer Rihanna. From January next year, she will become director of creation of the German brand, bringing unique style to the new feminine collections. Rihanna’s creative spirit and energy both on and off the stage make her the perfect representation to bring about in the pieces all concepts worked out by PUMA.

More eager fans can look forward to new approaches in sports collections – Fitness and Lifestyle-a mix between the singer’s passion for sports and PUMA’s growing clothing and footwear line. The new collections will be designed to strengthen the female universe in athletic training and inspire confidence in their bodies. Get ready for the classic PUMA silhouettes with the touch of irreverence of the pop singer.

“It’s great to find a brand that promotes strength and individuality,” says Riri, as it is affectionately called by the fans.”I could not think of a more appropriate partner to collaborate as a creative director. I’m very excited to see what we can do together.”One of Rihanna’s central roles at PUMA will be to promote the Forever Faster campaign alongside world athletes such as Usain Bolt and Sergio Aguero.

“Signing a deal with Rihanna is a big step for us,” says Bjørn Gulden, CEO of PUMA.”Her global profile, charisma, individuality and ambition make her the perfect ambassador for the brand. It aligns with the values ​​that PUMA values ​​most, such as trust, bravery, determination and joy. Having a female partner with whom to work in the fields of soccer, running and motorsports is fundamental. She was a natural choice. We are very happy to have her as a partner, and we are looking forward to what is to come,”he says.