Rihanna to Take on Role of Creative Director for Puma

Well, this is one way to boost your brand. Rumors and reports about Rihanna assumng the position of Creative Director for Puma circulated across the internet last month, and now it looks like those reports are ringing true. WWD published a report today stating that the singer travelled to Puma’s headquarters in Germany on Monday for her “first creative session,” and will enter into a “mutil-year partnership” with Puma as their Creative Director for womenswear and “global ambassador” for women’s fitness-wear. WWD also included another quote regarding Rihanna’s role in their report, adding that Puma wrote in an email that 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.” Rihanna took to social media to announce her new role, even posting pictures of the contract signing on Instagram. Puma CEO Bjorn Gulden has touted the benefits of the “female fitness” and womenswear markets in the past, even going so far as to declare, “the future is female.”