More Details on Rihanna’s Partnership with PUMA

Earlier today, news broke that Rihanna had officially signed with PUMA. Further information from an official press release gives us a better idea of just how RiRi will be involved with the German sportswear brand.

Rihanna’s multi-year partnership will begin officially in January 2015. Her role as a brand ambassador will focus strictly on women’s training, making her the face of the category. The training campaign will see a bolder, more rebellious direction than your typical training campaign, as previewed in the photo from PUMA’s Facebook page below.

In addition to representing the women’s training segment, Rihanna’s role as creative director will focus on the women’s line as a whole. It’s said that this new role will involve working with PUMA’s Internal Product Creation team, with a focus on inspiring confidence in women themselves as well as their bodies. Expect customized classic styles from PUMA and new models from the brand to come.

“It’s great to find a brand that celebrates strength and individuality,” Rihanna said. “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 is excited to partner with PUMA, and the German sportswear brand is clearly excited about the partnership, too.

“Signing Rihanna is a fantastic step for PUMA,” Bjørn Gulden, CEO at PUMA said. “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.”

Keep it locked to Nice Kicks for more updates on Rihanna’s brand new partnership with PUMA. Expect Rihanna to appear soon in campaigns with fellow PUMA ambassadors such as Usain Bolt Sergio Aguero, and also expect her to appear at several fan activation and launch events around the world.

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