The beautiful Grammy winner is not only Puma’s new Brand Ambassador, as Creative Director, she will also be designing innovative women’s leisure and sportswear for the brand, and featured in their Fall 2015 campaign
She’s certainly proved her fashion savvy and is known for her iconic style, and now iconic singer Rihanna is being recognized by sports fashion house Puma, who have just signed her as their Creative Director. Riri, who flew to Puma’s HQ in Germany earlier this week for her first design session, has signed a partnership with the sports brand that lasts for a number of years and is estimated to be valued at much more than the rumored $1 million.
As part of the contract, the 26-year-old singer will appear in Puma’s Fall 2015 campaign and will also be responsible for overseeing the direction of the innovative sports line’s womens wear ranges. She’s also apparently designing an ‘athleisure’ line including shoes as well as clothing. This Puma range is sure to have her hordes of fans dressing Rihanna-style for years to come.
Of course, Puma is suitably delighted, and was quoted by WWD as saying, “Her global profile, her charisma and individuality, her ambition – all these things make her a pefect ambassador for our brand”. Riri is equally pleased, according to an Instagram comment and pic posted on Tuesday, which read: "creep #puma".
The star joins celebrity sportsmen such as Italian footballer, Mario Balotelli, Brazilian soccer player Marta Vieira da Silva and Jamaican track star Usain Bolt as a brand ambassador for this iconic sportswear brand. She will be very ‘hands-on’. In fact, she flew to Herzogenaurach in Germany this week to start working on the brand’s fitness and training collections soon after signing the contract.
After their first creative meeting with the star on Tuesday, Puma disclosed that Riri will be designing and customizing classic Puma styles as well as creating new, innovative ones. Fashion forward, irreverent and renowned for her iconic style, the singer sported a pair of white Puma’s and classic cream and white separates (pants, jacket and top) which she adorned with pearls. She was photographed in this outfit on Tuesday looking suitably stunning outside Puma’s German offices.
Watch out for Riri’s signature style and savvy on future Puma lines in early 2015. Word has it that Riri will make her mark on Puma long before she graces the brand’s Fall 2015 ad campaign.
Rihanna posted numerous photographs on Instagram this week which were taken shortly after her first meeting with Puma. She posted one pic that featured just her white Puma sneakers, with the “creep” caption as well as another of herself standing in front of a vast advert for Puma that features soccer star Marta Vieira da Silva.