Looks like Puma is about to get the #badgalriri treatment!
The brand has named Rihanna its new Creative Director, a move which was confirmed by Women's Wear Daily earlier this morning. The songstress will preside over the sportswear giant's women's training line in what is described as a "multi-year partnership." As for a specific motive behind the choice: With a global pop star at the helm, the brand has the potential to gain a wider global audience and make competition more stiff with rivals Adidas and Nike.
RiRi, meanwhile, jetted to Herzogenaurach, Germany, on Dec. 15 to visit Puma's global headquarters (and also hold her first meeting as HBIC with the creative team). This morning, she posted a photo to Instagram in a pair of platform Puma "Basket" kicks. Her other attire was a high-low mix of street style chic, of course: sweats, a fur-trimmed hoodie and ladylike pearls.
"Signing Rihanna is a fantastic step for Puma," Puma's chief executive officer Bjørn Gulden told WWD of the new partnership. "Her global profile, her charisma and individuality, her ambition—all these things make her a perfect ambassador for our brand.
The singer will create new styles for the brand's portfolio, as well as serve as an advisory eye for Puma's existing products.
And it seems that Rihanna's influence doesn't only extend to the style realm: On Dec. 11, she threw her inaugural Diamond Ball in Beverly Hills—a star-studded event that benefitted The Clara Lionel Foundation, which she launched in 2012. Hollywood heavy-hitters including Brad Pitt (who lightly roasted RiRi before she took to the stage to perform), Jimmy Kimmel (the host for the evening), Salma Hayek, Ellen Pompeo and Kim Kardashian attended the event.
What do you think about Rihanna's Puma partnership?