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.
“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