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Monday, December 22, 2014

Rihanna appointed as Global Brand Ambassador for Puma | @HarpersBazaar

Rihanna has been posting photos from Germany, with an emphasis on her white trainers, and it's all beginning to make sense. The CFDA Style Icon and Grammy Award winner has been meeting with Puma in Herzogenaurach, Germany and "will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio," the sportwear label tells WWD. Rihanna will also serve as company’s global brand ambassador.
"Signing Rihanna is a fantastic step for Puma,” Bjørn Gulden, Puma’s chief executive officer tells the trade. “Her global profile, her charisma and individuality, her ambition—all these things make her a perfect ambassador for our brand."
The singer reportedly has a multi-year partnership deal that includes creative work with Puma’s fitness and training line, including apparel and shoes. Puma, owned by Kering, is actively positioning itself as a lifestyle brand, growing from its active wear roots. Rihanna's 14.1 million followers on Instagram could help, and the label is banking on it.