It looks like Rihanna will be joining us at SPICE in celebrating this month, having had a phenomenal 2014 and now being revealed as the new creative director at Puma.
Riri, who already has top name collaborations with River Island, MAC, Giorgio Armani, Balmain and Gucci under her belt, has been enlisted to oversee the direction of the sports brand’s womenswear department, and will join the likes of Usain Bolt and Mario Balotelli to also become a brand ambassador for Puma, who are hoping the star’s involvement will help place them more competitively alongside the top two brands in their field: Nike and Adidas.
The singer headed to the company’s German headquarters this week to meet with the design team and revealed news of her Puma partnership on her Instagram page, captioning;
“On the dotted line #PUMA”
Ms Fenti, who signed a multi-year partnership with the brand and who will work on Puma’s fitness and training collections – including both clothing and shoes – is to expected to have a hands-on approach and “work with Puma to design and customise classic Puma styles as well as create new styles to add to the Puma product portfolio,” according to a statement by Puma itself.
The brand’s chief executive officer, 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.
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.”
We at SPICE are also delighted to learn of the new partnership as, with Rihanna named as the new creative director of womenswear at Puma, we may just end up with a whole new set of sportswear to coax us back into the gym after all our the end of year celebrations have subsided…
Image source: @Badgalriri
