There had been talks of Rihanna signing a multi-million dollar deal with a sneaker company but now it’s official. Bad gal RiRi has reportedly been named the creative director of sneaker retailer giant Puma. Her new role with the company requires her to oversee the apparel and footwear for the women’s sports line.
The Bajan beauty “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio” the company said.
The Unapologetic singer, who is also the company’s global brand ambassador, flew out to the Puma headquarters in Herzogenaurach, Germany to have her first creative session with the design team, picking out colors, styles and putting in her two cents in about the line’s goals and direction.
“Signing Rihanna is a fantastic step for Puma,” said Puma’s chief executive officer Bjørn Gulden. “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.”
Puma has seen their net earning decline for the past three years, so they are hoping bringing Rihanna on board can change that.