The famous pop singer Rihanna became creative director of the female line of the brand Puma.
Rihanna and Puma signed a multiannual contract with the singer who will become ambassadors of the brand, like Usain Bolt and Mario Balotelli, but also directly will affect women’s sportswear collection. She will be included in a variety of media content and events for retail.
Rihanna is a natural choice for Puma. She is person with worldwide profile, her charisma and personality, her ambition make her the perfect ambassador for Puma, said CEO of Puma, Bjorn Guilders.
Whit this move Puma like to make difference in the current market leaders Adidas and Nike, but also to exploit the increased sales of women’s sportswear.