Rihanna is rumored to have been in talks with Puma for weeks, but now it’s confirmed: WWD reports that she will now officially oversee the athletic wear brand’s women’s line, “customizing” existing lines and creating new ones.
Puma CEO Bjørn Gulden told WWD, “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.”
This isn’t the first time Puma’s collabo’d with a pop star: Solange just released her second collection of wacky lite-brite sneakers for the German brand, and her first sneaker with them,the Disc, proved to be a streetwear hit. No doubt Rihanna’s influence will take Puma to a darker, edgier place, though, and we can all fully expect her Puma gear to appeal to hype beasts and your average neighbor-type alike; prepare to see them fighting in the aisles to grab a piece.
As long as she doesn’t touch the classic suede joints we are ok with it!