Meet PUMA’s New Creative Director

By Christine Torralba | 3 years ago
Meet PUMA’s New Creative Director
PHOTOGRAPH: Wikimedia Commons/Jørund Føreland Pedersen | Rihanna performing at Kollenfest 2012, 29 June 2012.

Looks like there’s a new title that Rihanna can add to her portfolio. Apart from being a singer, fashion icon and actress, the Barbadian singer can add something to her growing resume, and it’s something that’s very dear to her heart.

Known for her audacious fashion choices, the 26-year-old singer has just recently been named as PUMA’s new creative director. With this addition to her career, the singer will now be overseeing the apparel company’s clothing line for women. The main focus of her clothing and shoes assignment with PUMA is to work behind fitness and training clothes to make them look a lot better.

Aside from being the creative director for the company, RiRi shares the spotlight with star athletes Mario Balotelli (soccer) and Usain Bolt (sprinter) as brand ambassadors for the activewear clothing company. This means RiRi will be seen on the company’s fall 2015 ad campaign.

According to Women’s Wear Daily, RiRi’s will be having a multi-year partnership with PUMA to take charge of women’s activewear. A press release regarding this new partnership says that Rihanna will be working alongside PUMA and will be designing and customizing the brand’s classic styles. Additionally, RiRi will be adding new styles to the brand’s lineup. Considering Rihanna has made headlines with her fashion choices, it wasn’t a surprise why the singer became the logical pick to represent the brand.

To fulfill her duties as creative director, Rihanna flew to PUMA’s headquarters in Herzogenaurach, Germany yesterday. The Grammy winner will be attending her first design meeting with the people behind the brand.

On her Instagram account @BadGalRiRi this morning, Rihanna posted photos of her trip. In all of the images she posted, the newly appointed creative director took to heart her role at the company by wearing white PUMA sneakers. In fact, she took a posted a photo of just her shoes and put a caption “Creep” along with PUMA’s hashtag. The singer was wearing an all-white outfit that matched the classic sneakers.

The partnership between French-owned PUMA is an attempt to re-establish the company as both an activewear and lifestyle brand; instead of just the former. PUMA did not disclose the amount they are paying Rihanna to be their creative director.

What do you think about PUMA’s decision to hire Rihanna? Let us know your comments below!

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Photo Source: Wikimedia Commons/Jørund Føreland Pedersen




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