Entertainment

Rihanna is Puma's new women's creative director

Germany’s Puma named pop star Rihanna as its women’s creative director on Tuesday (Dec 16), the latest move by a sportswear firm to tap into the booming market for female leisure gear.

Puma said in a statement that the multi-year deal starting in January would involve Rihanna becoming the face of the women’s training category.

 

 

on the dotted line. #PUMA

Uma foto publicada por badgalriri (@badgalriri) em Dez 12, 2014 at 9:14 PST

“I’m very excited about this," she told Women's Wear Daily.

"Whether it’s apparel or shoes or accessories, I want to modernize it by highlighting the classics and going from things that make Puma Puma — give it a youthfulness, make it hip, basically (make it) Rihanna."

She also promised to "come up with cool things that don't even belong in Puma" ... like "suspenders". 

The 26-year-old joins celebrities like Olympic champion sprinter Usain Bolt and soccer player Mario Balotelli as brand ambassador.

Sources: Reuters, Women's Wear Daily

 

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