Rihanna is officially making the leap into designing athleisure. Today they announced the singer will take the reigns as the creative director of Puma after flying to the brand’s headquarters in Herzogenaurach, Germany for her first design meeting (see what she wore above).
According to the press release, they will enter into a multi-year partnership and Rihanna will appear in the brands fall 2015 campaign. Rihanna had the following to say about the partnership, “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.”
While Puma CEO Bjørn Gulden went into a little more detail:
“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.”
Rihanna has yet to release a formal announcement, though she did post the below image of some EPIC Puma creepers on her instagram. We’re looking forward to seeing what she does with the brand over the next year and beyond.