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Rihanna to essay women's creative director's role in Puma
Dec '14
The German sportswear brand Puma has sealed a multi-year design and modeling partnership deal with the Barbadian singer and global fashion icon Rihanna.

According to the newly signed collaboration, the 26-year-old songstress will essay the role of women’s creative director by providing her styling sensibilities and innovation to the label’s upcoming 2015 apparel and footwear collections.

Aiming at strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves, the ‘Diamonds’ hitmaker will customize classic Puma styles as well as create new looks in association with the clothier’s Internal Product Creation team.

Commenting on the new partnership, the CEO of Puma, Bjørn Gulden, said, “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,” he adds.

Rihanna also expressed her sentiments on the association, “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.”

In addition to assuming the role of creative director, the singer will also be the face of the brand’s Women’s Training category and will star alongside world-class athletes like Usain Bolt and Sergio Aguero in Puma’s campaign, Forever Faster.

The athleticwear brand and the musician will also 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.

Adam Petrick, the global brand and marketing director for Puma said in a statement, “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.”

Founded in 1924, headquartered in Herzogenaurach, Bavaria, Puma is a German multinational company that produces athletic and casual footwear and clothing.

Rihanna’s earlier collaborative fashiondesign ventures include a multi-season partnership with the British high-street retailer River Island. (PB)

Fibre2fashion News Desk - India

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