PUMA and Global Cultural/Fashion icon Rihanna, announced a new multi-year partnership, kicking off in January 2015. Rihanna will become PUMA’s global ambassador for Women’s Training and serve as a PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections. Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand.
Through this partnership, Rihanna will be the face of PUMA’s Women’s
Training category. Fans can anticipate PUMA and Rihanna taking a fresh, forward
thinking and non-traditional approach to sports, fitness and lifestyle – fusing
Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment. No
stranger to breaking the mould with beauty, fashion and lifestyle trends, Rihanna,
with PUMA’s support, will bring her personal touch and creativity to the athletic
world.
Rihanna will also assume the role of a PUMA Creative Director for the category,
directly influencing product collections as early as 2015, and working in partnership
with PUMA’s Internal Product Creation team. These collections will be designed with
the goal of strengthening women in training sessions and beyond, and inspiring
confidence in their bodies and themselves – the exact confidence for which
Rihanna is so well known and celebrated. As part of her role, Rihanna will work
with PUMA to design and customize classic PUMA styles as well as create new
styles to add to the PUMA product portfolio.
Speaking about the new partnership with PUMA, Rihanna said: “It’s great
to find a brand that celebrates strength and individuality. I couldn't think of
a more perfect partner to collaborate with as a creative director. I'm excited
for you to see what PUMA and I come up with.”
Rihanna will play a starring
role in PUMA’s brand campaign, Forever
Faster and be featured along with many of PUMA’s world-class athletes such
as Usain Bolt and Sergio Aguero. PUMA and Rihanna will launch several fan
activations throughout the partnership around the world such as consumer and
retail events, training and fitness related social media content, and product
programs.
Bjørn Gulden, CEO at
PUMA commented: “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. She also aligns perfectly with the
values PUMA strives for: to be Confident, Brave, Determined and Joyful. 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.”
Adam Petrick, Global Brand & Marketing
Director for PUMA said, “Rihanna brings joy to audiences around the world but
also ignites and awes. PUMA admires her for never waiting for the next big
thing, but more so for driving what happens next - in fashion, style, music and
soon to be - sports. We can't wait to empower women worldwide with Rihanna -
she demonstrates a body confidence and determination that is the exact
representation of the PUMA Woman.”
For more information follow PUMA and Rihanna’s
journey on:
- Instagram (@PUMA and @badgalriri)
- Twitter (@PUMA and @rihanna)
- Facebook (facebook.com/PUMA and facebook.com/Rihanna)
- Online at www.puma.com and www.rihannanow.com
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