Puma hires Rihanna as Creative Director

Singer Rihanna has joined forces with sportswear brand Puma, known best for their trademark Puma shoes, to take the brand's creative vision in a new direction. Despite having designed a capsule collection for highstreet label River Island in 2012, the singer is primarily famous for her musical and sartorial work in front of the lens.
Rihanna has become a style icon in recent years, eschewing for the most part, red carpet chic, in favour of vamped up sportswear and urban grunge. Her appointment as creative director for Puma marks a vote of confidence in the star's influence on street style. The singer will not only work on creating new ranges, but will also be the brand ambassador alongside the fastest runner in the world, Usian Bolt. The appointment comes alongside a campaign to generally reinvigorate the Puma brand, which has diminished in stature in the last decade.
Puma’s chief executive officer Bjørn Gulden said the brand was delighted with the signing; “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.”